Business.com |
- Basic SEO Advice Anyone Can Follow from a Non-SEO Professional
- How To Stop Your Side-Business From Getting You Fired
- 8 Ways to Resolve Conflict Between Your Sales and Marketing Teams
- How to Attract International Investors
- How to Produce Expert Content (When Your Freelancer Writers Aren't Experts)
| Basic SEO Advice Anyone Can Follow from a Non-SEO Professional Posted: 09 Oct 2019 10:00 AM PDT  Search engine optimization (SEO) seems to have a mysterious shroud around it that frightens most business owners. They understand the value it can bring and how it can help their businesses, but they don't believe it is something they can conquer on their own. Instead, they shell out thousands of dollars to agencies, even though they could handle many aspects of SEO internally. It's not rocket science. SEO is something that every business owner can and should spend some time doing. We are going to focus on the less-technical aspects of SEO – mainly creating content for the blog on your website. This type of content-driven marketing will benefit your SEO and help you establish creditability and expertise in your field. This SEO approach is effective for internet-based businesses, software as a solution (SaaS) businesses or any type of e-commerce business. Let's take a look at how Google SEO works and the most important things you can start doing to improve your website's ranking. How Google SEO works in a nutshellThe goal of SEO is to show the most relevant and high-quality results for the end-user. Search engines need to be able to crawl, or read, what is on a website to determine what topics it is relevant for it. It does this by identifying what keywords a web page has, how established a website is and how many websites send traffic or links to that webpage. Generally, the more links you have, the more established the website and the more relevant content you have for your niche, the better your website will rank in search results. Google is constantly checking every page on the internet for those aspects to determine webpage quality and relevancy. You don't need to be a super-technical website expert to focus on those aspects. You can do it by just creating good content for your website and doing it frequently. Following are a few key aspects that will get you out of the Google Sandbox and get your website ranking on search results pages for keywords in your niche. The important things to know for SEOThere are a few basic concepts in SEO that you need to understand to be able to optimize your business's website. Learning these will help get your website ranked for relevant search terms fairly quickly, which will bring more traffic – and potential leads – to your website. On-page SEO vs. off-page SEOThe difference between these two terms are the basic tenants of what SEO is built around. On-page SEO refers to what is going on with your website specifically. This includes things like website performance, blog and website content, content formatting and the structure of your website among other things. These are all the things that you control directly. Off-page SEO is what is commonly referred to as link building, which we will cover more below. The goal is to get as many websites putting a link to your website on their pages as possible. Off-page SEO is not totally in your control. Sure, you can reach out to other businesses and try to develop relationships to get links, but if another website doesn't link to you, there isn't much you can do. Latent semantic indexing (LSI)LSI is part of what contributes to the Google algorithm's ranking of your website pages. The concept behind it is that Google needs signals or indicators in your content to show what it is relevant for. You should create each piece of content on your blog – and possibly even for guest blogs – to be optimized for LSI. Each piece of content should be created around one main keyword. You should then look for related keywords. The main and related keywords serve as the indicators to Google – but you cannot simply stuff your content with these keywords. The ideal keyword density for Google is between 2% and 4%. That means that for every thousand words, your main and related keywords should appear 20-40 times. I would also recommend split those total keywords, with about 33% on the primary keyword and the remaining 66% on the secondary keywords. Here is where you should try to place your keywords in your blog posts:
Link buildingThis is the process of getting other websites to put a link to your website on one of their webpages. There are a couple of different ways that you can build links. First, you can reach out to websites and try to convince them to put a link to your website in one of their blogs. But, this can be a tough sell. A better way to get links is to reach out to related websites in your website's niche and ask to do a content exchange, such as guest blogging. Writing a blog for a website that then links back to the content on your website is one of the best ways to build links. It is a win-win situation for both websites because it gives each an opportunity to build links to a specific piece of content on their website. Every link is not the same, however. There are do-follow and no-follow links. Every link gives you the opportunity to build equity in your website. But if the link is a no-follow, then you lose out on that equity. Either way, the link can still send traffic to your website, but typically only do-follow links will actually help you rank higher. Domain authorityThe level of domain authority that your website has will also determine how likely Google is to rank you for a specific search. Higher domain authority websites are ranked higher of course. Domain authority is another relevancy signal that Google uses to show the best results for users. But how can you build domain authority? The best way to build domain authority is to create good content and build links with websites that have higher domain authority than yours. Websites with high domain authority are trusted sources – so a link to a low domain authority website is saying "hey, this website is trustworthy" to Google, thus increasing your domain authority over time. Domain age is an important factor when it comes to the domain authority score. The longer your website has been around, the more domain authority it will be able to build. That's why getting started early with SEO is a great long-term play for your business. Building your business's SEO presenceSEO can be intimidating for many business owners. Spending time on something that does not return an immediate benefit is difficult – especially when starting a business. It is my belief that every business owner should be spending some time doing SEO and particularly content marketing. SEO is a tasked that can be outsourced to agencies, but true high-quality content from knowledgeable individuals who have experience in a niche will always be better than anything an agency can produce. Focus on getting started with SEO. Begin building your business's online presence by following the focus areas above. Creating great content will help you start to rank on Google, establish your credibility in your specific business niche and provide great marketing material. Take some time out of your busy schedule to start building for the future of your business. |
| How To Stop Your Side-Business From Getting You Fired Posted: 09 Oct 2019 09:00 AM PDT  Millions of employees work hard for the companies that hired them but hope to launch their own side businesses one day. Even though they may dream of nursing their side businesses into full-fledged commercial operations, for now they need to keep their day jobs. Before launching a side business, it's important to remember that many employees who begin small projects end up getting fired thanks to their inability to attend to their primary responsibilities. How do you start a side business without losing your primary employment? Here are some tips that can help you stop your side business from getting you fired. Have you signed an employment contract?The first and most important consideration when checking if you can establish your own side business without getting fired is to determine if you signed an employment contract when you were hired. If you did, you'll want to read through it in its entirety to understand what limitations may have been placed on you by your current employer. Many companies prohibit their workers from launching side businesses as they don't want your attention and creative energy to be used elsewhere, so failing to check your contract could end up costing you big time. It's important to understand how important these contracts can be. If you have indeed signed a contract guaranteeing that you won't start a side hustle or pledging not to compete in the same industry if you suddenly resign, you'll find it incredibly difficult to achieve your ambitions. Employees who have been boxed into a corner like this are encouraged to seek out legal expertise, as only a clever lawyer can help you after you've signed a contract which narrows your future opportunities and mitigates your ability to pursue them. While you may not be explicitly banned from launching your own side business, your employer may also retain the right to fire you if they find that you're incapable of fulfilling your responsibilities because you're constantly worried about your side hustle. Similarly, conducting your side business on company grounds could legally give your original company rights to whatever product or services you created on their property and on "their time," so be careful your hard work doesn't end up benefiting someone else. Be careful about dropping the ball at workDropping the ball is a serious problem that entrepreneurs face when trying to launch side businesses without sacrificing or endangering their current employment status. Dropping the ball can essentially be defined as paying so much attention to your new side hustle that you're failing to fulfill the original work responsibilities you're expected to uphold. A boss or manager may never learn about your side business, but if you're coming in late after every lunch period or produce worse results as a consequence of your being preoccupied elsewhere, they might fire you all the same, and with good reason. Even if your contract makes no mention of a side business, and even if you never signed a contract at all, you should still exercise caution when it comes to how you spend your time off company grounds. Employers who learn about your side business may not be legally entitled to fire you for that reason, but may still be angry enough to concoct another excuse to discharge you. If you review a list of hobbies that can earn you a paycheck, you may think they are harmless activities, but to an employer, they may represent a threat to their company's reputation or productivity and warrant your discharge. It goes without saying that you should know your rights; if an employer improperly dismissed you, don't stand idly by and allow your rights to be trampled upon, even if you're launching a side hustle for yourself. Before you can embark on the expensive route of hiring a lawyer after being wronged, you should probably set some time aside to familiarize yourself with the process of wrongful termination and how to go about finding a good legal expert. Know your scheduleAnother important thing to consider is how your side business may interfere with your schedule. Many people like to imagine that they have enough free time to turn their side hobby into a full-fledged business, but in many cases, side businesses take up more time and energy than you'd initially imagine, especially if you're running a business blog as well as handling sales. Overloading your schedule and failing to fulfill your primary responsibilities at work because you're too tired from your side hustle is a surefire way to end up fired and on the breadline. If you're dedicated to starting a side business centered on your burning passion, it's worthwhile to read up on how to find time for the things you love even when you're otherwise hard-pressed for time. Rigorous scheduling, holding yourself accountable when deadlines are nearing, and asking others for help can all go a long way towards ensuring your side business doesn't gobble up too much of your time and lead your boss to let you go. Take special steps to guarantee that you're not ignoring the family, friends and colleagues who enrich your life. These individuals are much more important than you may realize, and neglecting life-long relationships as you pursue what could be a short-sighted side hustle will ultimately leave you regretful. With the proper management techniques, you can handle both a personal life, day job and side hustle, but you'll need to be prepared to make adjustments and remain flexible at all times. Know the risks you could faceIt's also worthwhile to familiarize yourself with the risks that could arise from your running a side business. Sometimes, you may be eager to turn your hobby into a monetized profession only to discover that the liabilities associated with this new job could make it undesirable. The perils of the side business are no small thing to be brushed under the rug, but don't be disheartened as you learn about them. Rather, use it as an educational experience that will teach you what to expect when the going gets rough and you find yourself torn between your two separate jobs. You should also know that some side gigs are far riskier than others. If your side business is solely your concern, for instance, you're much more likely to be able to run it on the side than you would be if you were hiring others to help you along the way. Once your current employer learns that you're employing others, they'll likely find that your loyalties are far too divided to keep you around. Thus, while it can be tantalizing to expand your side business, understand that doing so could seriously jeopardize your current financial security if your side hustle isn't yet lucrative enough to pay rent. Reviewing a short but helpful guide on how to start a side business while working a full-time job can prepare you for the arduous yet fulfilling journey which is ahead of you. As you'll soon discover, many self-starters manage to juggle the responsibilities of a primary job and a side business without succumbing to the stress. |
| 8 Ways to Resolve Conflict Between Your Sales and Marketing Teams Posted: 09 Oct 2019 07:00 AM PDT  You know the cycle. Your B2B marketing team generates leads for your B2B business. Your sales team takes the leads, works their sales magic and hopefully closes the sale. Since your sales team drives all the revenue and your marketing team drives all the leads, they go head-to-head over who is more important and who is doing their job correctly. The sales team complains about poor leads and your marketing team complains about low close rates. On and on it goes. But having your sales and marketing teams bicker about their value isn't productive. In fact, it can build animosity and a toxic work environment. Further, when your two teams don't work together effectively, your revenue is on the line. What's a savvy business owner to do? Know that conflict between sales and marketing teams is common. Here are eight tried-and-true methods for getting your teams working together again. Are your sales and marketing teams at war?The war between sales and marketing has been so pervasive that even The Harvard Review has written an article on the matter. It seems to be a tale as old as time: sales and marketing teams arguing over which tasks are most important and who does them best. Perhaps you've seen the signs already. Passive-aggressive emails. Bickering in your Slack channels. Disagreements about marketing, lead nurturing and sales practices. A war is brewing. Potential areas of conflict between sales and marketing teamsWhy the conflict? Here are some possible reasons why your two teams aren't seeing eye to eye.
Benefits of sales and marketing working togetherYou now know some possible reasons why your teams may not be working well together, and what can happen if this conflict is left unchecked. But what does it look like when sales and marketing work together effectively?
Effective strategies for resolving conflict between your sales and marketing teamsReady to end the war between your sales team and your marketing team? Implement some or all of the eight effective strategies below to get both departments working together efficiently, without the tension. 1. Define the roles of each department in your organizationOne of the leading causes of conflict between sales and marketing teams is role confusion. To prevent this issue, you'll need to redefine roles and make sure each department understands what their responsibilities are. Outline what your expectations are for each role. Establish which KPIs (key performance indicators) will be measured and who each team member is accountable too. You can even cross-train team members so they grow to have a greater appreciation for what the "opposite side" does. Every person on each team should know who does what, who they need to report to, what their responsibilities are and how success will be measured. This will prevent redundancies and team members from dropping the ball and saying, "That isn't my job." 2. Outline the benefits of both teams working togetherSometimes your sales and marketing teams will see things in terms of competition. They support their own team members and are in it to secure their share of budget. They may not see the benefits of working together. Your job, then, is to communicate why collaboration is important. As the boss, you need to be aware of how time is spent and whether your budget is put to good use. You can then share with both teams that collaboration is essential when it comes to cutting down on conflict, wasted time and wasted money. Further, collaboration helps your business provide a better experience for your potential and existing clients. 3. Create a cohesive sales and marketing strategyYour sales and marketing teams should not work as two stand-alone entities. They are two parts of a whole. Without marketing, your sales team won't have leads. Without a sales team, your marketing team won't have the feedback they need in order to improve their campaigns. Therefore, your business growth strategy must have both components. In communicating this to both teams, your strategy may look something like this:
Each team plays a crucial role in this process. When they work together, your entire business-growth strategy becomes more efficient and effective. 4. Improve sales and marketing communicationMiscommunication between departments is nothing new but can be resolved with the right approach and tools. First, by outlining the roles from the beginning, people will have a better idea of who to reach out to if they need help with a particular issue. Make sure their contact information is readily available. Second, you can use team collaboration tools like Slack or Asana to keep departments working together. They can chat in real-time, assign each other tasks, share resources, and much more. 5. Create a central knowledgebase to share resourcesA knowledgebase is a centralized system for collecting, organizing and distributing resources. By creating one for your B2B business, you make it so much easier for teams to share information and content across departments. There are tons of knowledgebase tools and software options available online. You can use these as a way for team members to add important documents (like client files, marketing materials, analytics reports, etc.) or access existing docs in real-time. This ensures that everyone has what they need when they need it. 6. Be proactive in resolving conflicts between departmentsDon't just let conflict stew. Take action as soon as you see tension arise. A biting remark or a passive-aggressive email presents opportunities for you to ask "What isn't working? How can this be fixed?" instead of waiting for things to blow up. As the person in charge, you're in the position to nip tension in the bud as soon as you spot it. You can ask for clarification, offer solutions and help your teams problem-solve before they resort to name-calling or throwing staplers. 7. Encourage cross-department problem-solvingSometimes issues arise that require an interdepartmental solution. Your sales team may want better leads, which is a task for the marketing team. Your marketing team may want feedback on how their marketing campaigns are paying off, which could be aided by the sales team. Use meetings as opportunities to encourage cross-departmental problem-solving. Set aside time for both teams to work together to resolve their issues. You may be (pleasantly) surprised by what they come up with. 8. Offer incentives for collaborationSet shared goals and then reward everyone when they achieve these goals. When your sales and marketing teams learn that working together means massive rewards, they'll be less likely to compete with each other. It doesn't have to be an "us vs them" situation. Collaboration can pay off both in terms of rewards from upper management and commissions on an increase in revenue. Help your sales and marketing teams overcome challenges through collaborationUsing the eight strategies above, you can dissipate many of the common challenges that sales and marketing teams face. Tension, miscommunications, jealousy and inefficiency can arise when your teams don't work together effectively. You can nip those issues in the bud right now. Encourage your sales and marketing departments to work together, collaborate, work toward common goals and support each other throughout the process. In doing so, you'll reduce stress in the workplace and help your business grow. Win-win-win! |
| How to Attract International Investors Posted: 09 Oct 2019 06:00 AM PDT 
Attracting international investors to your business can be a daunting task. It requires time, effort, a lot of confidence in your business, and the willingness to handle rejection. But with the right tools and preparation, you can be well on your way to breaking into a foreign market with the support of an international investor behind you. 1. Start with a strong business model.Every good business decision is built on a strong and clearly thought-out business model, which is a design for the successful operation of your business. It identifies your revenue sources, customer base and finance details. [Read related article: How to Create a Sustainable Business Model] Your business model needs to prove that your business can be profitable in the international market by showing how successful it has been in your own country. Breaking into international markets is often riskier than the domestic market because there are several new variables to contend with, like different government regulations and the mutable nature of the markets. Thus, international investors tend to be more cautious when taking on new investments, and you'll have to work harder to convince them that your business is worth the risk. A detailed business model that preemptively answers investors' questions will go a long way in determining your credibility as an investment. 2. Be prepared.Before seeking international investors, you should prepare as much data, research and information as possible. You will need to know everything about your business, the market you are looking to enter, and how your business will perform in that market. Your preparation inspires investors' confidence in you and shows that you can navigate the complicate world of foreign markets. You should have the following on hand:
You should also be able to show what an investor could gain from partnering with your company. "Focus on the benefits [the investors] will receive from investing in your company versus a company from their own country," said Stacy Caprio, founder of Accelerated Growth Marketing. "If there are tax or profit advantages, let them know and be clear about it in your marketing." You should also educate yourself on the cultural norms of the country or countries you plan to work with, as ignorance or miscommunication can be disastrous for a business. "Know that they may work in a different manner than you," said Charles Floate, owner and CEO of DFY Links. "It is worth doing your research into potential partners before signing on the dotted line." 3. Choose between vertical and horizontal foreign investment.There are two main types of foreign direct investment – horizontal and vertical. Horizontal investment is the most common and occurs when a company (investee) merges with another company (investor) that offers the same products or services from a different country to become stronger in that market. The goals are to reduce competition and to gain a piece of foreign market share. The second type is vertical investment, which is when an investor merges with an investee of a different country for the sole purpose of adding value to their supply chain and complementing their business. For example, your company may produce a component or strategy that the investor needs. To decide which type is best for you and your business, consider what products or services you provide and what you are looking to gain from entering a foreign market. 4. Build an international network.If a business model is the foundation of your business, then networking is the catalyst for its growth. It is difficult for any business to get off the ground without a good network, and even more so for a business looking to go international. An easy place to start is online. Use LinkedIn to find the industry leaders and major investors in your space, and connect with them though a shared contact or interest. [Read related article: How to Network on LinkedIn Like a Pro] A social media presence that accurately conveys what your business does will solidify you as a legitimate investment opportunity and is one of the easiest ways to build a network. You can also attract attention by becoming an industry expert yourself, producing and sharing relevant content on your social media profiles. The key thing to remember is that you get out what you put in – so being a passive follower won't cut it. If your alma mater had a strong international presence, such as a branch campus in another country or a partnership with a foreign university, see if you can make connections with professors or fellow alumni, especially if they are in the market you are looking to enter. You can also build an international team right off the bat to make international connections more naturally, said Kaiwen Wan, CEO of Palapod. "We attract international investors by being a diverse team ourselves," she said of her own company. "Even though we're based in New York, I grew up in China, and have been able to raise a decent chunk of my seed round from investors in both China and New York. I have an American-born co-founder who leverages his network domestically, and another team member from India to draw funding from the subcontinent." Outside of the digital space, see if there are networking events, conferences or symposiums near you that you can attend in person. If a list of attendees is available, go through it to see who would be most beneficial and appropriate for you to speak with rather than going up to people at random. 5. Use available resources.You should consider your network one of your most valuable resources, which is why the effort to build up a good one is so important. You can use your network to make trusted introductions to investors or investment groups as well as to provide advice and guidance when you run into complications. There are also many online resources for small business owners looking for investors. The U.S. Department of Commerce offers the SelectUSA program, which connects you with investors interested in your specific market, and several online investment platforms that can give you an idea of what investors are out there and what they're looking for. These platforms include Gust, Angel Investment Network and AngelList. Though it might seem counterintuitive to look locally, you could also check out your local chamber of commerce or Small Business Development Center. They have the resources to answer many business questions, and you never know what connections you could make – some may have international connections. |
| How to Produce Expert Content (When Your Freelancer Writers Aren't Experts) Posted: 09 Oct 2019 06:00 AM PDT  Marketers in 2019 are all in on content marketing – and with good reason. According to data from Meaningful Brands, 84% of consumers expect brands to produce content that entertains, provides solutions and produces experiences and events. Failing to capitalize on content marketing can put your brand at a competitive disadvantage. But the one thing most marketers don't mention is that average content doesn't produce a return on investment. To really move the needle, you need expert-level content that establishes your authority as a thought leader within your industry. Understanding this is one thing – actually achieving it is another. Unless you have a surprisingly large amount of free time, you'll rely on freelance writers and other content creators to shoulder the content burden for you. But even outsourcing comes with its own challenges. The dual challenges of outsourcing expert content creationIf you're a B2C company selling health and wellness products, congratulations. You'll have no trouble finding freelance writing talent that's likely to deliver great content at an affordable rate. But what if you're a B2B company operating in a highly technical field? Chances are you won't be able to get away with a generalist writer. Sourcing a specialist presents two distinct challenges:
Now, these challenges alone don't mean that you're stuck accepting mediocre results from generalist writers. There are several strategies you can use to improve the quality of your content when specialists are either unavailable or unaffordable. Strategy No. 1: Adjust your spend allocation by funnel stageEffective content marketing campaigns are built around the different messaging needs that exist at each stage of the sales funnel. Generally speaking, when prospective customers first become aware of a need, they aren't looking for complex, highly technical content. They're looking for lighter content – typically blog posts, graphics or videos – that educates, informs or inspires further connection with the potential solutions they encounter. It's only as they move further down the sales funnel that they become receptive to more in-depth content such as case studies, white papers or research papers. You can use these different needs to inform the way you allocate your content marketing spend. Let's walk through an example together. Suppose you're a chemical sales company. Your monthly content budget is $2,000 per month, and you have access to both generalist and specialist writers at the following rates:
Rather than hiring a specialist writer to produce top-of-funnel content, you could allocate these projects to a generalist writer, since the technical requirements for these pieces tend to be lower. If you handle more complex middle-of-funnel content in-house, you could use your spend to produce 10 1,000-word blog posts with a generalist writer. Alternatively, you could produce top-of-funnel content in-house (since, again, production requirements tend to be lower) and allocate middle-of-funnel content to a specialist writer in your field. In this case, your specialist writer could produce two 2,000-word white papers for your monthly budget of $2,000. Of course, you could allocate your spend across these two writers as well – perhaps by having the generalist writer create five 1,000-word blog posts and the specialist writer produce one 2,000-word whitepaper. What's critical in each of these cases is that you're matching your spend to your sales funnel needs and only paying for expert specialist talent when it's truly worthwhile for your company. Strategy No. 2: Invest in your freelance talentThis tip is pretty straightforward. You wouldn't bring a new employee on to your staff and expect them to fend for themselves. Don't do the same with your content creators. Just like your employees, you can invest in your freelance writers in several ways. You can
To be clear, any investment you make in your freelancers needs to be commensurate with the relationship you expect to have. If you're engaging a writer to produce a handful of articles, the costs associated with sending a person to a conference probably won't make sense. But let's continue with our example above to see where this kind of investment might be particularly useful. Imagine that you've found a generalist writer whose style you love and with whom you'd like to build a long-term relationship but who doesn't have the necessary knowledge to support your full-funnel content needs. Now, suppose that you plan to create 10 1,000-word blog posts each month. Because of the generalist's lack of experience, you might assume that you need a specialist to produce this content (even with the funnel stage allocation tips described above). At our rates, this puts your costs at:
If you invested $3,000 in sending your generalist writer to an industry conference and $5,000 to enroll them in a six-month training course, you'd still be $40,000 ahead of what you'd spend to produce the same content with a specialist. Even better, you can bet that your relationship with the generalist writer is going to be stronger than if you "churn and burn" through freelance talent without investing in them. Obviously, this is a simplified example. There may be other factors at play – and it's possible your generalist writer's knowledge wouldn't match the specialist's, even after these investments. However, I hope it highlights the potential benefits of investing in your freelance talent and opens up new relationship possibilities you may not have considered before. Strategy No. 3: Get involvedThere's merit in investing in your freelance writers' training, especially if you've found creators that you plan to have long-term relationships with. But even if you're able to bring them up to the skill set of a specialist writer, they won't have the breadth of your specific knowledge and experience. Where these shortfalls occur, it can be helpful to get involved in the content creation process. Here's an adapted version of the general process we use when working with technical B2B clients at Content Conquered:
Yes, this process takes more time on both your part and the part of your freelance writers. But it also guarantees that, one, the content produced will be written in your specific voice; and, two, your industry expertise will shine through – even if you're working with a generalist writer. Expecting a generalist writer to produce expert-level content without investment or support is likely to leave you frustrated – even to the point of swearing off content entirely. But because this has the potential to put your brand at a disadvantage, it's far better to understand the capabilities of different types of freelance talent and to work with them in different ways in order to support your company's content needs. Have you struggled to produce expert-level content while outsourcing? Share any other strategies you've used by leaving me a note below. |
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