Frequently Answered Questions
Elements of the plans and their features and benefits
Beware. Copywriters know how to sell. Copywriting is a results-oriented method of writing you need infused into every aspect of your Digital Marketing Growth Engine
Web Service Part 1 – Website
“Web designing and copywriting”
Web Service Part 2 – Blogging
“All copywriting and design included”
See: Web Service Part 3 – Email Marketing
“Copywriting of prospect email campaign sequences”
“Copywriting of client email campaign sequences”
Click on + questions to view. Use list below to jump to a category of questions
Without Part 1 you can’t have Part 2 and without Part 2 your website – no matter how good the content or how good it looks – can’t create the prospect stream your business needs to prosper. Why? Because Google doesn’t play favorites. It drives traffic or prospects to your site if its algorithms indicate your web page corresponds with the information being sought by a search query. Admit it when you search for something on Google you want to see a web page that has information on it that’s exactly what you’re searching for, right? That’s what everyone wants. Google’s job is to satisfy its customers. Your job is to provide a website composed of web pages that attracts your prospects every which way and serves their needs. That means you have to analyze what competitors are doing and be more logical than them. Google rewards diligence.
In a competitive market, it’s never one and done because competitors are coming out of the wood works and are hiring others to build, maintain, and increase the effectiveness of their web properties. The stakes are high and Google rules the game. Prospect traffic can make an enormous difference in your business because it gives you the opportunity to convert prospects into clients.
The intention of Service Part 2 is to produce professional articles and videos for your blog and Press Releases that increase the number of keywords and phrases that drive traffic to your website, and converts prospects into clients.
In addition to the ongoing competitor and keyword analysis provided by Service Part 2 the keyword-focused articles published each month will include one video, one or more images, and Schema markup structured data that search engines value and increasingly rely on as indicators of a trusted authority in a local market.
Growth Effect. While this service is for one article per month, if you’re in a competitive market you may need two, three, or four articles per month to make an authority-impression with search engines. Of course, more articles increase the price. Nonetheless, one article per month starts the process of building your website and making an impact for your business in your local market.
In some ways the level of consultation associated with Service Part 2 is continuing because we’re writing articles, making videos, and writing press releases for your business so after initial consultations that provide sufficient insights to get the ball rolling we may have to speak with now and then to receive more materials and direction from you. Some of this may be done in your Client Portal in order to keep a running record of decisions made and directions given.
Nonetheless, Service Part 2 does not include ongoing marketing consultation like the work that MichaelQuinnConsulting.com provides for its clients.
A blog is an article added to your website. The word blog or weblog means an online journal and blogging means adding material to your online journal. In short, a blog is an article posted on your website. The importance of adding these articles or blogs to your website is that you’re enticing search engines to return to your website more often to scrap up new content that is keyword rich related to your business and its service in your market.
If you’re not adding articles to your website search engines see it as a static site because it doesn’t change. Search engines consider a website with articles that are being periodically posted, for example, as a more interesting website, one that is an authority site in its local market.
Remember that the algorithms of the search engines are seeking content that corresponds with the keywords and phrases people use to find information and service providers like yours, for example, in their local market.
Also, remember, that Google and all search engine services are in business to provide a great experience for the people who use their search services. And, admit it, it’s frustrating when you use Google and can’t find what you want on the first page of the search results and in one shot.
When you’re in business what you want to do is attract prospects and convert them into clients, so, in summary, think of blogging as one of many smart search engine optimization strategy that you want employed on your behalf, and an opportunity to add keyword rich articles to your website because it creates awareness about your business and makes people trust you.
You might think this is an easy task wherein all you do is write something and you’re done.
The truth is you’re competing for a place on the first page of Google and so are your competitors. If they’re smart they’re posting professionally written and purpose-driven keyword rich articles to their websites too. Fortunately, most people don’t understand anything about SEO because there is complexity involved in the process that requires expertise to unravel. There’s more to it than just posting articles. If that’s all that was required then everyone would be on the first page of Google.
People who read your articles and watch your videos are learning about your business. You want them to appreciate your spirit of service. The content in your articles must not only be keyword rich they must also communicate value and be intentionally designed to convert prospects into customers. Done correctly, people appreciate it, and Google knows that they appreciate it because they don’t immediately bounce away from your website and they return again in the future.
While this service is for one article per month, if you’re in a competitive market you may need two, three, or four articles per month to make an authority-impression with search engines. Nonetheless, one article per month starts the process of building your website and making an impact for your business on the internet, and more importantly across your local market.
Search engines rank pages not websites. For example, if you’re searching for information about a specific computer the search engines want to give you a choice of pages that have information about the exact computer you’re interested in, not a website that sells computers in general.
That’s why when you want traffic for your website and need prospects for your business that are attracted to your website and the business it promotes – having articles on your website that focuses on a specific keyword or keyword phrase related to your service that corresponds with what they’re searching for is infinitely more important than just having a website with no articles.
A website with many articles is like fishing with many hooks in the water instead of one.
Your deeper SEO strategy should be to help the search engines put your business on the first page of search results for as many keywords and phrases that correspond with the services you offer in your business. You want to do that because it brings traffic to your website. “Traffic” is prospects.
Tactics. If your business is a medical practice with local clients as opposed to a business that has nationwide clients or customers then from an SEO standpoint you have to consider the local web because it’s what matters most in your world. Because it’s where your business competes for prospects and, more importantly, where your competitors are competing for prospects. In other words, you’re not vying with every business that provides a service similar to yours everywhere but only with those businesses that are in your local area. Knowing this is important because in this case the articles and work we do for you will focus on optimization tactics for local businesses!
Strategy. Consider this: Although search engines rank pages and not websites they give a large measure of love to authority sites. Authority sites have articles and information on them that prospects appreciate. Search algorithms can tell what prospects like because prospects stay on some sites longer than others, often going from page to page. So search engines logically assume that the prospects they fed to your site are satisfied with the information on it and your site goes up in the ranks. A smart strategy is to bit-by-bit build an authority site to get and stay on page one.
Every month you’ll receive a competitor analysis report for one or more your local market competitors. We use these reports to tweak the work we do for you. They’re revealing because basically each one includes information about the keywords each is using, how much they are spending on advertising, the advertisements they’re using, and much more.
In short, it like taking an xray of their marketing efforts.
It’s silly for web developers to be shooting in the dark when they build websites or provide other srevices, but most are technicians and not results-oriented marketers.
Competitors are smart. They often pay big money to get the facts about the keywords prospects use to find a service or product they want.
It would be insane for us not to pay for and provide keyword analysis reports to discover the keywords and phrases used by your competitors on their web pages – especially the competitors who are listed at the top of Google. These reports reveal “hidden” below the radar competitors.
In addition to the keywords being used, these reports also show long-tail keywords that competitors are not using. Studying those keywords allows us to discover alternative keywords associated with your service that may not get as much traffic but will position us at the top of search results and attract prospects to your website. In other words, you can compete with even the largest competitors and attract prospects because when you have traffic you can convert it to prospects. The important thing is to get prospects, and then convert them to clients.
If your bakery makes the best chocolate cake in town but most of your website talks about donuts, scones, and muffins, but only mentions chocolate cake once or twice then you lose a chance to sell your chocolate cakes to all the prospects who are most interested in chocolate cake.
That’s why you must have keyword and keyword-phrases-focused articles on your website. And the perfect place to put those articles is in the blog section of your website because you want to set each of those articles apart from all the other stuff you sell and give each item the space it deserves. That’s common sense. Why? Because Google likes chocolate cake too and it only wants one thing to be written about in your chocolate cake article, and if you start writing about your donuts and scones, well, Google loses interest. So apply focus and stay focused in each article.
The same copywriting and design expertise and attention to detail that goes into building the website portion of your three-part Digital Marketing Growth Engine must also go into producing the articles on your website that are known as a blog.
There are many theories about what a blog is and how to best blog but all of them are silly because all that matters is what Google wants. If you’re in business then blogging is about writing articles that expand upon the products and services associated with your business. In short, if you’re in business you don’t have time to be scatter-brained about the articles you add to the blog-feature of your website. You must have a very focused and clear intention about the purpose of your articles. They have to be keyword-rich articles so that Google’s algorithms can accurately determine what each individual web page on your website is about in order to evaluate and compare them to the web pages of your competitors who have similar content on their websites.
How Google ranks web pages goes far beyond just keywords. Google says there are about 200 “signals” it uses to weigh which web pages deserve to be ranked highest in response to any search. What those signals are and how your website and webpages should be composed in order to satisfy what Google’s algorithms consider to be meritorious is what SEO or search engine optimization is all about, and, in short, if you want to become a search engine optimization expert you can spend a year or two learning all about it. When things change you can learn some more.
Meanwhile, if you’re in business all you need is to recognize beyond a shadow of a doubt that the internet and its search engines and social networks are powerful and flexible marketing tools you can use to sell goods and services to the entire world, or to a small segment of the world, for example, the people in your local market who need your services and are your prospects.
Unless you have the time to develop expertise in all the facets that produce the digital marketing outcomes and associated with building a growth engine for your company that consistently produces prospects you have no choice but to invest to have it done for you.
Your competitors are not standing still. They’re not waiting for you to make the first move. In most cases they’re putting their house in order and hope you’ll never invest in developing your own footprint on the internet. The truth is if you’re in business and you want a slice your market to flow to you then hire someone to create a web property for you that matters. Your website is a property! It’s your property! You own it! It’s your brand! Without a website that sells you – you’re sending prospects to your competitors.
Websites can break. Stuff goes wrong. Images disappear. Videos stop playing. Software updates, for example, can cause problems. Whatever. Things go wrong. Then you can spend hours trying to figure out what went wrong, or you can let us solve these problems by applying our expertise.
That’s why we include all the web services and maintenance too. That means when something goes wrong, we take care of it. Most of the time you’ll never know when things went wrong because we monitor everything for you and never charge extra. It’s our responsibility. We fix it.
Insofar as blog articles are concerned the Full Service Plan associated with Part 2 includes everything having to do with creating one keyword-rich article for your website each month. Of course, your article will include a video, and all the images and photographs it may need.
You can pay extra for more articles and the included article services if you feel you need more because of the nature of your competition, for example, or whatever reason like you’re adding a host of new services and want to dedicate an article to each.
The important thing is to realize that your Digital Marketing Growth Engine builds your brand on the internet and that bit by bit it becomes a footprint on the web that positions you in a good light against any and all your competitors.
Your Growth Engine is a marketing tool that pays for itself because it turns prospects into clients.
The expertise that goes into creating your blog articles each month take time and cost money.
Video is certainly one of the most costly and time consuming components of this process that is required to create an intentional and effective blog article. However, videos are vitally important from the SEO standpoint because Google, for example, likes to see a video as part of every article. Why? Because search engine know that people love videos so when the algorithms or search engine robots that are constantly scraping the internet see there is a video on your web page they give you extra points. This is important because if your competitors don’t have videos to complement their articles, then in a squeeze Google may rank your page higher than your competitors pages vying for a position and using the same keywords and phrases in their articles.
In short, that means we create and customize videos for you that will generally be one to two minutes in length. Although sometimes they will be shorter or longer.
Statistics indicate that videos that are one minute or shorter get the most engagement.
We host your streaming video and, at your option, we create a customized Call-to-Action video player that is branded with your company color and your option of name and phone number.
As you can imagine making and customizing videos for your articles is a time consuming process that requires scripting, images, and graphics. Our job is to do the work at a price you can afford.
Attention: It is important to note that aside from the graphic materials we create in house to use in your content, all the graphics, images, and video content we use in the articles or in the videos we create for you are licensed and paid for by MichaelQuinnConsulting.com for use on its projects and the projects of InstcareXpress.com on behalf of our clients. We license assorted catalogs comprising more than 20 Million graphics, photographs, and videos we can use in your projects.
One of the purposes of each article or blog on your website is to create engagement. That means the articles must make a connection with the content reader, for example.
The article does that with words, but people learn a lot from captivating images and graphics so they play an important part in the overall construction an of article and are added to each article to make it more informative and engaging.
Every article will have at least one photograph. Why? Because photographs are engaging. In some cases there will be two or more photographs because an article may require the material conveyed in the photograph and it is complimentary to the article. In that case, there is no extra charge because our purpose is to provide whatever the article needs in order to be the most engaging.
The same goes for videos. Videos also require graphics and captivating images because often videos are composed of a script and images and graphics that tell a story in which your company is the hero, and your prospects are smart to choose your service above the service of others.
Attention: It is important to note that aside from the graphic materials we create in house to use in your content, all the graphics, images, and video content we use in the articles or in the videos we create for you are licensed and paid for by MichaelQuinnConsulting.com for use on its projects and the projects of InstcareXpress.com on behalf of our clients. We license assorted catalogs comprising more than 20 Million graphics, photographs, and videos we can use in our projects.
Google loves Press Releases because they’re inclined to position news at the top of search results. So Press Releases, although expensive and time consuming to write, develop, and distribute are strong medicine and can drive prospects to your website through various channels. For example, they will increase traffic from Google, but they will also produce traffic from the press releases themselves because our press releases are syndicated and published on more than 300 web properties.
Another equally important benefit is each of the publications that publish your Press Release will link to your website for more information. And those links which are known as backlinks are valuable because they come from authority sites that are recognized and valued as such by Google. In summary, Press Releases and the backlinks produced by their publication boost your site and increases your site’s authority over competitors who may not use press releases because of the time and cost involved to produce them.
While three press releases per year will provide a good lift for the strategy associated with your comprehensive Digital Marketing Growth Engine if you want more you can pay for additional press releases when you need them.
We provide a normal video player, but, optionally, we provide a customizable video player that includes a call-to-action right on the player. This video player can be any color you want and can match your brand or logo color, for example. It can also include your company name and phone number, or any message you like such as “Call now 555-555-5555”. This is important because prospects need your service or they wouldn’t be on your web page, so when you encourage them to call now they may take action and do so. See examples of the video player here.
This customizable video player requires using our private streaming video hosting service.
Review acquisition is a process associated with Reputation Management services, however, it’s included as a bonus to your Digital Marketing Growth Engine service to increase the effectiveness and impact of the growth engine on every facet of your business including company morale.
The ratings customers leave about products and services are enormously important. Why? Because ratings report the experience of buyers with your products and or services. To understand how important positive reviews are for your business, consider how you shop on Amazon, Walmart, and elsewhere. You’ll read about the product, and then jump to reviews and see what people say about it. If there are many negative reviews that adversely affects your buying decision. When there are no reviews that often delays a buying decision unless the product or service is highly recommended by someone you know and trust.
The presence of reviews and testimonials on your website indicates to Google, for example, that you’re in a local business, for example, and people have opinions about your product or service.
For these reasons and others a service we provide as a bonus in order to make your Digital Marketing Growth Engine even more effective is a software process that will generate star-rating and collect positive reviews from your clients and prospects, and at the same time filter out negative reviews before they can damage the reputation of your business.