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It's Not Just What You Say - It's Who You Say It To

Aug 17, 2007
As a small business owner, no one can deny your expertise in your field. That's why you already have so many loyal customers. And this doesn't happen simply by luck -- you earned your customers by exhibiting knowledge and care, and you deserve even bigger returns.

So, why does it seem so difficult to build traffic to your website? Why aren't more customers abandoning your competitors and flocking to your business?

The answer, in all likelihood, is that you're simply not talking to the right people. You probably already have a general sense of how to be found on the Web by working with search engines and using keywords. But, as you've probably seen, there's stiff competition for search engine prominence, and too often, big business ride their pre-existing name-recognition to the top.

This doesn't seem fair, but search engines, too, are private companies, and thus have the right to operate pretty much how they want. If they prefer to use algorithms that favor your big competitors, that's their choice. Either way, it's clear that small businesses mustn't rely upon search engines as the primary force toward building site traffic.

Again, the key is to speak to your customers. If your website has a blog, then you already have some experience with this -- but blogs only speak to people who already know about your business. For greater profits, you want to reach a much larger customer base.

Of the many possible ways to achieve this, article marketing is perhaps the most effective and efficient. Through a quick Web search, you can find several services willing to help you distribute your original content. By following a few simple steps, you can team with these marketing services to give your business the recognition it deserves.

First, if you have a blog, continue what you're already doing, but make sure you save some content to turn into Web articles for other publications. If you don't already have a blog, then -- well, just start writing.

Through article marketing, your readership will include mostly people who already have some basic knowledge about your area of expertise, so it's not necessary to talk down to your readers. Instead, think of an issue in your field that is disputed, controversial, or open to interpretation, and clearly present your perspective on it. Try to do this in such a way that your readers will learn something.

Second, sign up for an article marketing service, and send your articles to them. If you prefer, you can do this step first, as many of these services have helpful information on their websites about how best to write and structure your articles.

The staffs of these services are populated by Internet marketing experts who can give you great advice about how to perfect your articles, so don't be offended, after you send your articles, if they suggest changes to your work. Instead, keep an open mind. It will pay off.

When your articles are ready to be published, you'll be asked to write an "About the Author" box. Pay special attention to this, as it is the bridge between your content and your website. Here, readers who enjoy your content will learn a little more about you, and will find a link to your site. If you've earned their respect, they'll want to do business with you, and they'll follow your link.

Third, immediately after your article marketing service begins to distribute your content, you'll see your site traffic begin to rise. When this happens, don't get lazy. Keep writing articles. Write as many as you reasonably can. Remember, Internet readers and publishers constantly crave new content.

Also, at this point, you may notice a fascinating side effect. Try another Google search of a few keywords relating to your business. If everything is going as planned, you'll find that your site is climbing up the search engine rankings. Now, not only have you found a way to speak to your customer base, but you're also making it easier for customers to find you.
About the Author
Nancy Amada helps small businesses become more successful, and offers more ideas at Chapter Two. She is a frequent contributor to Article Marketer, a highly popular article distribution service. Reach new customers the smart way!
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