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The FCM Business and Marketing Blog – bringing you the articles that boost your business

Choosing Content over SEO

When your main focus is your website’s SEO (search engine optimization), you are in danger of losing the clarity of your message to the audience. It is important to see the content from the perspective of potential clients. If you want to create leads, you will need to earn your audience’s trust, and that can only be done with content that has been written with the audience in mind.   The primary concern of most website owners is to achieve great rankings in search engine results. A lot of time and energy is being spent on getting web page content to fit with the magical formula that will benefit the site’s SEO (search engine optimization). All this effort in aid of increasing the conversion rate of the site, however, is having a negative impact on the clarity of the message. Instead of stuffing content with keywords targeted at search engines, web pages should engage their audience because that is how you build trust in the online world: by repeating consistent messages targeted to the specific needs of your audience. Without trust there will be no leads and no conversion. The purpose of the content is to engage the audience and to help them to make a decision. What you should be aiming at first is to get a point of contact, like a foot in the door. Once the conversation is going, you will need to deliver messages that match what your potential client is looking for. Do’s -Do write one web page at a time. That way you can focus on targeting the message to the specific page.... read more

What Does a Search Engine Consider Good Content?

What Does a Search Engine Consider Good Content? Search engines rank website content for quality on certain basic variables. There are no special secrets or tricks to bring up this ranking without genuinely increasing the quality of the articles or blog posts you write. 1. Good Content is Focused Search engines prefer websites with a focus, whatever that focus may be. This is because more information on a single topic with diverse pieces relating to that topic is more likely to contain valuable and comprehensive information. In short, a magazine or collection of fifty blog posts about productivity is likely to be more helpful to a user than a single short article. More content on a single topic means that content has more weight. A focus does not have to be narrow to have a good effect on search engines. It is more important that it is cohesive and relevant, whatever its scope. 2. Good Content has Meat Meatiness can be measured by several factors, depending on the algorithm a search engine uses, but a good rule of thumb is to write a significant amount of content with keywords from the beginning through the end that indicate you kept your focus and a range of vocabulary that indicates you did not use filler or fluff alongside keywords instead of meat. This means selecting a topic for one article or blog post and following that old journalistic guideline: say what you’re going to talk about (introduction), say it (body), then tell what you said (summary and conclusion). This is where you plunk in your keyword or topic phrase. Throughout the... read more

Getting started on Twitter

Getting Started on Twitter Twitter features a format that is different from many other social media sites, including the extremely popular Facebook. After creating an account and logging in for the first time, many users look at Twitter in dismay and wonder if they will ever understand the flurry of activity racing across their computer screen. Mastering Twitter takes some time and dedication. If you do not really have a desire to learn the website and the culture that exists on it, then you will never gain a true understanding of Twitter. Putting in the effort and time it takes to learn Twitter is absolutely necessary if you plan to learn how to use the website well. Perhaps the most frustrating or confusing thing about Twitter for new users is the use of hash tags, or the “#” symbol in users’ posts. The hash tag at the beginning of a word or phrase (without spaces between the words) allows users to easily find posts that are about certain subjects. For example, if you use the hash tag “#amreading” when you are talking about something you are currently reading, other users can click on the hash tag to see every other recent tweet that contains “#amreading.” When users are first starting out on Twitter with the intent to spread a specific message, such as a service they offer or a book they have published, they can become frustrated by their initial lack of exposure. The point of Twitter is to follow people and to have people follow you, allowing you to get to know people who would otherwise be strangers.... read more

Twitter Do’s & Don’ts

Twitter Do’s and Don’ts So by now you will probably have come across Twitter.. unless of course you’re one of my clients in which case don’t worry it’s not that scary!!! Understandably running several accounts at any one time I find I spend a LOT of time in the world of Tweets, Hashtags, Lists and Dm’s and more and more frequently I’m grinding my teeth.. In order to prevent a trip to the dentist with ground down teeth I thought I’d put together this little list of twitter etiquette..Do:- Pay it forward – RT (or retweet to you newcomers!).  If you read something interesting, helpful or see someone asking for help then RT.  It costs you nothing and increases your own chances of being RT’d. Mix personal in with business.  Proven over and over is that people buy from people NOT companies. It’s hard enough online to show that you’re a human being funny, caring or intelligent but you wouldn’t walk into any networking meeting or party and simply repeat over and over your company strapline – Twitter is no different. Show you’re real! Leave enough room to be RT’d!!! PLEASE.  If one thing frustrates me on a daily basis it’s this.  I love RTing but I hate cutting off domain links or important info.  Try to only use 120 characters, you are less likely to be RT’d if there aren’t enough characters for it. Acknowledge RT’s.  Manners maketh man they say and again it costs nothing to be polite. Don’t:- Use every opportunity to promote yourself! Yes I know that sounds like a contradiction but nothing will lose... read more

5 Important Online Marketing Trends in 2014

5 Important Online Marketing Trends in 2014 You might want to take a close look at what and how you have been doing marketing-wise, then jumpstart your online marketing campaign in 2014. Consider the following up-and-coming trends as a guide. Google+ Google+ may appear to have been overshadowed by other online communication platforms in 2013, but it is likely to gain traction as a feasible marketing tool in 2014. Exert a little bit more effort to market via Google+ because it greatly aids your search engine optimization. Take your cue from the emergence of Google Author Rank and Google Authorship–the two features that will make or break your B2B marketing campaign. Twitter A recent study showed that young people are abandoning Facebook in droves and turning to Twitter to whet their seemingly bottomless appetite for social media. In 2014, intensify your brand engagement through Twitter and reach out to more consumers. Real-time and Location-based In 2014, you will be preaching your marketing message across multimedia channels, and it will be delivered in real time, most likely through a mobile device. It will also be beautifully targeted according to the recipient’s location. GPS technology is leveraged to send multimedia marketing materials relevant to a mobile user’s location. You might want to study how best this can benefit your marketing. Mobile You should, at least, have a semblance of a mobile-friendly marketing effort in place. More and more people go online using their mobile devices nowadays, and this trending will not wane. The International Data Corporation recently unveiled its predictions for the smartphone market whose growth looms in the next four... read more

10 tips to avoid stress in the workplace

10 top tips to avoid stress in the workplace We all suffer from stress at some time in our lives, but suffering from work-related stress can make you really ill, and impact your ability to do your job well. Work-related stress can be caused by different factors, but it is usually brought about by an employer or manager putting too much pressure on an employee. As an employee, you are paid to do a specific job over a set working day and your working hours should be set out in a contract of employment. You are also entitled to take a 30-minute lunch break by law providing you work more than 6 hours a day. It is normal to want to do well in your job and impress your boss, but you shouldn’t do this at the expense of your own health. Here are 10 top tips to help you manage your workload and daily activities to minimize your stress levels. Prioritise your workload. This might sound obvious but many people don’t do it. Decide what is important and do that first. Leave less critical work until later, or delegate it to someone else. Keep a stress diary. When you feel stressed and things are becoming too much to cope with, write down how you are feeling and what you were doing at the time. Try to identify what is causing you the stress. A diary will help you do this. Set your alarm clock 30 minutes earlier so you have more time to eat a proper breakfast before you go in to work. Many people skip breakfast, but... read more