Websites want content. Lots of it.  They demand you produce it.
They demand keyword-rich, high-value content.
Produce that and you’ve written link bait.
Link bait = higher search results.
Higher search results = more customers.

But who has time to write all that information to attract the visitors and prospects?  How do we ever compete with awesome sites like Dooce or Pioneer Woman?

I propose a new paradigm that will let you do what you do best: your business.

1.  Set up the BEST possible brochure site for your business.

This site should include:

• strong keywords, well researched to place high in search engines
• magnetic headlines
• pages that are perfectly optimized with keywords in natural places,
• demonstrative imagery that supports the text,
• compelling call to action buttons/forms
• back-end software that is top of the line to keep the site working smoothly for as long as possible,
• software that also keeps search engines happy with fast-loading sites and valid code
• as many pages as necessary to:
• demonstrate your products,
• overcome objections,
• create community,
• display authority,
• compell action

2.  Set up listening stations to catch and respond quickly to conversations

Listening stations should be set up in the form of alerts, instant messages or texts to your phone when certain events occur.  Events are:

• tweets
• Facebook shares
• Facebook comments
• posts on blogs
• comments on blogs
• website reviews
• media articles/posts
• Youtube shares, comments, posts

 3.  Community Management

This is simply another word for social media management.  The idea is to create a schedule of when and where to be daily, weekly, and monthly to manage the community and add value to your community.  If you can’t afford to hire a community manager, it can take as little as 10 minutes a day to visit, set up content to auto-post that day or week.  And respond to a few visitors.

4.  Quarterly Review

However – a little warning here – this is not a set-it and forget-it scheme.  Things change so quickly on the internet that a review every couple months is absolutely necessary so your online marketing doesn’t become stale and out-dated.

Review these things, at a minimum each quarter:

• site function
• site security audit
• keyword relevance
• listening station relevance, effectiveness
• test call to action buttons for better conversion
• test headlines for better conversion
• freshen up the offer for every new season

Optional:

• separate out an audience segment and create a targeted landing page
• review offline marketing plans and create landing pages for those visitors
• renew testimonials
• update images and videos
• review & update the “About” page (most often visited)
• add information scattered throughout to extend authority and authenticity

Work a little less: Do a little more

Because you have a business to run, the website has to be only part of your overall marketing plan.

That is why we recommend setting up the website and listening stations to run on auto-pilot with minimal input from you.

Community management will pay off in spades, if you are authentic and consistent – providing value for your readers, not just asking for money.

Review these guidelines quarterly.  Keep the online stuff do-able and under control, then you can have more time to do your thing!

What do you think?  If you put this into play, will it free you?