Streamlined Business Listing Management

Your businesses’ online presence is about much more than just your website, it is a multidimensional process with several moving parts. While most businesses understand the importance of their website and search ranking, few know the full power of business listings. Managing your business listings helps your business in several ways, and is something you must focus on to achieve your business goals. 

The key is maintaining accurate business listings across the entire internet. When you do this, you drastically increase your visibility.

What exactly are business listings and why are they so important?

Read on to find out. 

Business Listings

Think of business listing as your online profile/business card. Listings contain your business name, address, phone number (NAP), and other basic information. When customers search for a relevant business online, several business listings from different platforms will show up. In essence, a business listing is an online directory that helps people find your business and the information they need to schedule an appointment or buy a product. 

Parts of a Local Business Listing

There are several different sites where you can have a business listing. No matter which site you refer to, business listings contain the same basic data. “NAP” is the essential data your listing should have, and NAP stands for name, address, and phone number. Many listings also include:

  • Hours of operation 
  • The business category 
  • A short description of your business
  • A list of the accepted methods of payment 
  • Pictures or videos of your business
  • The website URL

The more core components you include, the easier it will be for customers to connect with your business once they find you online. 

The Biggest Problem Local Businesses Face

It is harder than ever to rank high on Google. As customers have shifted to more mobile searches, the displays show fewer results. Mobile results show only 3 results per page. Earning the top spot is more critical than ever, but it is also more difficult due to the increased competition. 

Voice search is another growing modality for the online search. How many results does voice search give? Only one

While it’s essential to focus on common SEO tactics like keywords, website performance, and content, you need to do everything possible to increase your chances of customers finding you. Consistent business listings across all platforms give you the highest chance of customers finding you on desktop, mobile, and voice search. 

The Importance of Business Listings

Every single day, people search online for a service they need. Just imagine how many people are looking for a business like yours near them. People search for everything from restaurants to contractors to local activities. All of these searches can translate into business for you if you can get yourself in front of these customers. 

As a local or multi-location business, you need to make it easy for customers to find you. When you use business listings correctly, it is quick and easy for customers to find your local business. The more citations (or places you list your business), the more likely it is that the relevant customer will find you. 

Business listings may seem like a small thing, but they are incredibly important for your business. The top benefits of business listings include:

Consistent Information Across All Channels

You may wonder why you should bother with business listing sites that are not one of the big names. Listing across different platforms is still very important. The largest platforms like Google, Facebook, and Yelp constantly check for the accuracy of you information against the smaller listing sites.

Google does not want to share outdated information with its users. Uniform listings across all the platforms increase Google’s confidence in your information, increasing their ability to deliver it to the target market. When sites can confirm the accuracy of your information, they will be more likely to deliver your business listing on the relevant search queries. 

Boost Your Local SEO

Of course, you want to be a top-ranking business in the search engines. Business listings actually play a role in SEO. While there are several ways to increase your SEO, optimizing your local business listings is one of the most overlooked tactics. Ensuring your listings are accurate and optimized across all platforms helps your SEO and will draw traffic to your business. Business listings are just one part of the SEO puzzle, but they are definitely worth managing correctly. 

They Help Your Marketing Strategy 

Believe it or not, business listings help your marketing strategy. Advertise your local business via a directory to draw your target audience. You can appeal to your ideal audience based on your business profile. 

You can also cross-promote social media platforms on local listings. Include your social media links to grow brand awareness and engagement. Including your social media links on your business listings is a great free way to advertise your business, especially when you use your social media to promote your business and increase brand awareness. 

I want this article to explain what are business listings are, why they are important. I believe it is mostly for SEO. It is important to syndicate your NAP (Name, Address, Phone Number) to all of the relevant business listing sites for consistency.

How Much Do Business Listings Cost?

Some listings sites offer free business listings. The top sites, like Google, Facebook, and Bing are free to list your business on. You should absolutely list on the free sites as soon as possible. Some other sites offer paid listings. Depending on your industry, it may be a good idea to list on industry-specific sites as well. Some of the paid listing sites include:

  • Autotrader. This site is for automotive dealerships. While you must pay to list here, doing so exposes you to several interested buyers. The cost to list varies. 
  • Trulia. Trulia is a real estate website that connects brokers and agents to home sellers/buyers. You can list on their online directory for a price. It’s a very reliable, reputable site that gains a lot of its own relevant traffic. If you pay for Trulia Pro, you can list your real estate properties.
  • Better Business Bureau. The BBB is one of the most esteemed sources around. If you meet their standards and pay a nominal fee, you can become accredited by the BBB. They will monitor your business to ensure you continue to meet the code of ethics. BBB accreditation is a big advantage for gaming the trust of potential customers, ao accreditation is something to consider. 

Managing Your Business Listings 

Business listings are incredibly valuable… if you manage them the right way. 

Claim Your Listings 

The first thing to do is to claim your listings. Sites like Google create profiles for existing businesses. If you see Google has a profile for your business that you did not make, then you should claim it. Search online for your business and claim any business listings that you see. Once you own the listing, you can control the data and manage the listings. 

Create Listings

If you don’t currently have any listings, now is the time to start. You should first create a free Google listing on Google My Business. Do the same for the other major free platforms. Make sure you have a listing on every free site. 

The Importance of Claiming Listings 

The last thing you want is inaccurate information floating around about your business online. Incorrect listings provide negative customer experiences and plummet your SEO. You need to claim your business listings so that you can ensure your NAP is current, complete, and consistent. 

How to Manage Business Listings

Managing business listings is something you must do on a regular basis to ensure the information is accurate. To manage listings you must:

  • Audit your  business information 
    • Do an online audit to analyze the consistency of your listings across the internet. Check for duplicate listings as well. 
  • Correct NAP data. 
    • If you notice any incomplete listings or inaccurate information, then you must update your listings. You must do this for each and every listing to ensure consistency. 
  • Track listings to ensure they are accurate, complete, and consistent. 
    • Once you’ve corrected the listings, the job isn’t done. You must continue to track your listings. Any business changes need to be reflected in all of your listings as quickly as possible. Consistency track listings for the correct NAP data. 

Should I Manage My Own Listings?

Technically, you can manage your own listings. When you do this, it’s free and you have complete control. However, there are some major drawbacks. Managing your own listings is incredibly time-consuming. The larger your online presence is, the more demanding it becomes. As your business grows, your listings will grow, and managing them quickly becomes a long, daunting process. 

The easiest way to manage your business listings is with the help of a streamlined process. Whether you have a single location or many locations, it is helpful to use a tool that identifies inconsistencies with your NAP or sites that you are not currently listed on. With our incredible software solution, Attract and Close can help you seamlessly manage your business listings. No matter how many listings you have or how fast you are growing, we have the tools and expertise to ensure consistent, accurate information on your listings at all times. 

It is important to syndicate your NAP (Name, Address, Phone Number) to all of the relevant business listing sites for consistency, and our knowledgeable team will help you do just that. To save time and headache, leave your business listing management to us. To learn more about our business listing management solution or to get started today, schedule your free consultation HERE

Creating Effective Customer Satisfaction Surveys

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Customer feedback is critical for your success as a business. You can leverage customer feedback to assess your inventory, processes, employees, and supply chain management to find areas of improvement and skyrocket your customer satisfaction. Happy customers are easy to translate into loyal customers, and the best way to know what makes customers happy is to listen to them. 

Customer feedback helps you reach your full potential, but so many businesses neglect this facet of running a business. Conducting customer satisfaction surveys and properly evaluating them takes time and expertise that many managers do not have. 

Fortunately, there are several ways to streamline the process. In this post, we will explain the best method for sending and analyzing surveys. 

Customer Satisfaction Surveys 

A customer satisfaction survey (or CSAT) is a series of questions that you create to help your businesses understand how customers perceive their overall experience. With a CAT, you want to find out how customers feel about your services, products, and experience as a whole. 

The Goal of a Customer Satisfaction Survey 

Customer satisfaction surveys have several key objectives. Some of the most common goals of a CAT include:

Learning about the ideal customer

Targeting the right customer begins with understanding their persona, challenges, and goals. You can use a CSAT to get the information that you need to do this. Customer satisfaction surveys will help you better understand the target customer, including his or her qualities, pain points, and demographics. You can leverage this information to develop and define accurate buyer personas, which you can tailor your marketing strategies around. In the end, understanding the target customer will help you reduce acquisition costs and boost retention. 

Show customers that you care

Customers want to interact with businesses that care about their opinions and desires. Multi-location companies often struggle with this issue because they have managers handling several locations. Unfortunately, many customer experience issues may slip through the cracks, making the customer feel undervalued and frustrated. Providing CSATs shows customers that you care about them, and you are working to improve. 

Evaluate areas to improve

To increase your profits, you must have high customer satisfaction and provide a great customer experience. To delight customers, you need to find the right areas to focus on. Knowing how “delighted” customers are is not always easy or obvious. CSATs can help you gauge their feelings and set goals for improvement. 

Hurdles for Customer Satisfaction Surveys 

Despite the clear benefits of customer satisfaction surveys, their use is not as widespread as it should be. For healthy growth, your company needs to obtain feedback from customers consistently. So why do companies avoid these surveys? Here are some myths that keep companies from leverage customer satisfaction surveys:

The surveys are too hard to execute

For many businesses, surveys are a daunting task. Trying to reach every customer you serve seems impossible, let alone to analyze all of the data. And what if you don’t even ask the right questions?

The key is to begin small with surveys. Just start by sending the customer survey to a small portion of your audience, and analyzing those results. Experiment with the small group first so that you can adjust your questions to get the data you are looking for. Once you’ve tinkered and developed a survey that you think works well, send it to a larger customer base. 

You don’t have to manually send and analyze surveys. Attract and Close helps you leverage our powerful software to automate the survey process. This way, CSATs become a fixed part of your customer experience. 

Surveys aren’t helpful

Another concern that many businesses have is that survey data is not reliable. Of course, there will never be a perfect survey. In general, customers will provide honest feedback that will help you improve your business. 

Surveys are a nuisance to customers

Some customers may not answer your survey questions, and that’s okay. However, many customers do want to take surveys, and they are happy to provide feedback so that they can get a better customer experience moving forward as well. There are several ways that you can make surveys easier for customers and ensure better results, which we will cover later on. 

Conducting a Customer Satisfaction Survey With Your Goals in Mind

Always consider your business goals when conduction a survey. Use these goals to create and execute a survey that gets you the data you need to improve. 

Break down what your ultimate goal is. Common goals for customer satisfaction surveys include:

  • Improving operations
  • Making marketing more effective
  • Understanding promoters

Evaluate your ideal customer. You may not be trying to get feedback from every single customer. Are you interested in hearing from loyal customers or first-time customers?

Consider your total customer experience. Is there any specific area that you would like to get feedback on and improve?

The Frequency of Customer Satisfaction Surveys

Customer satisfaction surveys are not a one-and-done strategy, you will need to regularly conduct them. But how often should you conduct a customer survey? There’s no universal answer. You must consider your industry, customer interactions, and specific circumstances to determine the optimal frequency of customer satisfaction surveys. If you see customers very frequently, then you should send out inquiries often as well. 

Types of Customer Satisfaction Surveys 

There are several types of customer satisfaction surveys that your team should consider.

Customer Satisfaction Survey (CSAT)

  • Ask customers directly how satisfied they are with your services
  • Uses a 1-5 scale, with “5” being highly satisfied and “1” being highly dissatisfied 

Net Promoter Score Survey (NPS)

Ask customers how likely they are to recommend your business from 0-10. Based on the answers, you classify the customer into three categories. 

  • 0-6 Detractors. These people actively steer others away from your business. 
  • 7-8: Passives. These people are mostly neutral and will not promote or steer away from your business. 
  • 9-10: Promoters. Promoters are happy to refer you to family and friends. 

Customer Effort Score Survey (CES)

Ask customers to rate your business on a scale from 1-7 based on how easy it was for them to deal with their problem using your product or service. 

The Top Customer Satisfaction Survey Questions 

In addition to measuring overall satisfaction, you may want to ask targeted questions that will provide more in-depth feedback for specific business areas. Some of the top follow-up questions to ask include:

Demographic Questions 

These questions help you understand the audience and customer segments that are enjoying your service. While it’s ideal to gather this information from your customer database and CRM, you may also need to ask some of the questions on your surveys. 

  • Gender
  • Age
  • Eduction
  • Employment status
  • Household income
  • Location
  • Ethnic background
  • children/dependents
  • Marital status

Product Usage

You also want to understand how and when customers use your products. Find out about the satisfaction of your customers to improve customer retention. These questions include:

  • What is your favorite/least favorite part of the product/service?
  • How often do you use the product/service?
  • (how) does the product or service help you achieve your goals?
  • What goals does the product/service fulfill?
  • How likely are you to use our products/services again?

Loyalty Questions 

To understand the factors that drive retention and loyalty, you should ask these loyalty questions:

  • How likely are you to renew your service contract?
  • Was this your first time using our services? 
  • How likely are you to purchase different solutions from us in the future?

Open-ended Questions

It’s impossible to capture everything the customer wants to say using just clickable options. Open-ended questions allow a customer to type a written response in a text box, which lets them tell you in their own words. These questions can uncover valuable information that may have been missed otherwise. 

  • What is one thing you would change about our business?
  • Describe how you feel about our company or product.
  • How can we improve your experience with us?
  • What can our employees do better?
  • Do you have any additional feedback or comments?

Tips for Best Customer Satisfaction Surveys 

For surveys to be useful, the customer must complete them. Here are some best practices for ensuring customer survey completion and accurate data.

  • Ask about overall satisfaction first. Follow up with open-ended or more detailed feedback. This makes the survey seem easy and naturally builds into more difficult questions. 
  • Only ask one question at a time. Don’t combine followup questions, as they are overwhelming. Ask a single question at a time. 
  • Keep the survey short. As the survey length increases, completion likelihood decreases. Keep survey questions between 7-10 questions max. 
  • Optimize surveys for mobile and desktop, so they are accessible to all customers. 
  • Stay away from leading questions. Don’t suggest the answer to the question; those questions lead to inaccurate data. 

Analyzing Customer Satisfaction Data

Once you have responses, it’s time to analyze the data and leverage it for your business. Here’s how:

Include different teams

Involve every relevant team in the process. For example, if customers complain about wait time, notify the front desk, and work together to improve the process. 

Set targets and measure progress towards your goal

Set pals for customer satisfaction metrics. If the response scores and below the target range, then set improvement goals that are optimistic, yet achievable. Then, measure the progress toward your customer satisfaction goals. Consistently measuring the results will help you stay on top of customer opinion and react quickly. 

Communicate with customers

Let your customers know that you are listening to their feedback, and explain the real changes taking place. This will help them know their voices are being heard and look forward to the improvements you are making. 

Start Collecting Quality Customer Feedback 

Improving your business is challenging, but customer feedback simplifies the process. Now is the time to start collecting and analyzing customer responses so that you can accurately adjust your business and create more loyal customers. 

In addition to following this guide, you can make customer satisfaction surveys an easy process with our new survey feature. As part of our online reputation management system, Attract and Close will help you automate the process of creating, sending, and analyzing surveys. Gathering customer feedback will be easier than ever. To learn more about our Survey feature or to get started today, schedule your free consultation with Attract and Close HERE. 

How to Increase Advertising Conversions Using Positive Online Reviews

By making one small change you can skyrocket the efficacy of your online ads. The simplest way to drive more conversions with your ads is by including positive online reviews. 

Step up your ads using your positive online reviews. Once you’ve done all the work to generate and manage your online reputations, it is time to leverage it. 

Online reviews take your ads to the next level and offer consumers a clear reason to trust you. They also set your ad apart from all of the rest. Read on to learn more about using online reviews to increase ad conversions. 

Organic Growth is Not Enough 

There are many strategies, like SEO, that you can use to influence your search engine rankings. While you definitely need to invest in organic visibility and conversions, you cannot rely solely on this method. Instead, you also need to invest in paid ads. 

To grow your business, you can no longer rely on people finding you organically. The internet is oversaturated with similar businesses all trying the same techniques. Furthermore, paid ads and Google Maps results show up before the organic listings. Using paid ads, you can get your website at the top of Google and attract more customers. 

The most powerful ads are the ones that include your positive online reviews. 

Increase Ad Clicks with Online Reviews

Maximizing your paid ads is critical since they show up above any organic results. Instantly increase your ad performance by including your top-rated status. Referencing your top-rated status will make your ads stand out against competitors so that you can get more ad conversion. 

For Google ads, you can display your star rating and the number of reviews right on your ad. Which would you trust more, an add no reviews or one with a high star rating and hundreds of reviews? Of course, displaying your top-rated status with numerous reviews on your Google ads will help you earn more conversions than your competitors. 

Online reviews are not only beneficial for search engine ads, but they are also important for social media ads. Leverage reviews as powerful social proof on your social media ads to help boost engagement and demonstrate your trustworthiness. You can include your star rating and the number of reviews for a top review site on your social media ad, or you can even include a brief quote on the ad. 

No matter what platform your ads are on, showcasing your online reviews will help greatly. Customers are wary of branded posts and information, but they trust their peers. Consumers will trust your ads far more when they include your positive online reputation. 

We’ve Already Done it… Now it’s Your Turn!

The reason that we know online reviews make a difference for your ads is that we have seen it firsthand! At Attract and Close, we leverage our positive online reputation to strengthen all of our ads. 

Below is photos to demonstrate this. When you search for “marketing agency scottsdale az” we are one of the top Google Maps and Google Ads results that are displayed above the organic results. 

For our Google Maps listing, we include our high rating and the number of reviews. While our competitors also display this information, our reputation is higher. We have a five-star rating and 76 reviews. Even though some others have a similar rating, none of them have as many reviews. This is something that will stand out to customers as they look through these ad results. We have the highest overall rating, which will help us earn more conversions. 

In our Google search ad, we include the phrase “#1 rated marketing agency”. Again, we share our online reputation as a way to separate ourselves from other similar websites and ads. It’s a no brainer that customers would prefer a higher-rated company, so we make a point to include information about our ratings in our ad. 

Now it is time to you to leverage positive online reviews for your ads and website! Of course, this starts with a system to generate and manage reviews. With our entire online reputation management strategy, Attract and Close will help you do just that. Our knowledgeable team will help you generate more positive online reviews than ever before, and leverage them in the most effective ways possible. Your ads will help you get more traffic, which we will then help you pull through your powerful sales funnel. To learn more about how we can help you with online reputation or to get started today, set up your free discovery call with Attract and Close HERE.

How to get more customers from leveraging positive online reviews on your website

There’s a super simple way to convert more customers from your website. 

Doing all of the hard SEO work to get customers to your site is only one part of the equation, once they are on your website you must convert them from visitors to customers. While website design and content are certainly important, there is one incredibly effective way to convert more customers. 

The not-so-secret secret is online reviews. 

Online reviews are actually your magic weapon when it comes to boosting website conversions. The easiest, most useful way to leverage your online reviews is to display them on your website. 

In today’s post, we will explain the importance of displaying online reviews on your website and how we can help you master the technique. 

Social Proof is the #1 Factor for Conversions  

When it comes to conversions, many different factors play a role. You need an attractive website that has stellar design and is intuitive to navigate. Great content helps draw in customers and build relationships. Of course, your product or service needs to be of high quality. 

But the most important thing for conversions is social proof. 

Consumers are increasingly wary of what brands tell them, and they are much more likely to listen to their peers. Your positive online reviews and reputation are one of the strongest forms of social proof at your disposal.  In fact, 88% of customers trust user reviews as much as a personal recommendation. 

If you want to see more conversions, then it is time to start touting your social proof on your website. 

Use Your Positive Online Reputation

Once you’ve generated and managed your reviews effectively, it’s time to get the most out of them. Of course, online reviews organically impact your bottom line. However, there are many more ways that you can use them to your advantage. A positive online reputation is incredible to have, and now you need to use it. 

You can use your positive online reputation in many ways, like in your marketing campaigns, but your website is the easiest place to start. Pull key reviews from the biggest sites like Google and Facebook to leverage your online reputation and convert more customers right from your website. 

Where to Display Reviews 

Placing reviews on your website homepage is an excellent start, but you don’t have to end there. To effectively leverage your online reviews and social proof, you should place relevant reviews throughout your website. You can display reviews on key pages, landing pages, blog posts, and more. 

One incredibly useful way to use reviews is on product/ service pages. Pull reviews that relate to that product or service to help seal the deal with new customers . For example, imagine that you sell pet supplies. On your product page for Dog Food A, integrate reviews that talk about how great Dog Food A is etc. On your homepage, focus on reviews that speak about your brand and business as a whole, including the overall experience. 

Different Review Styles

You can easily add online reviews to your website without ruining your branding or aesthetics. There are several styles to choose from including:

  • Lists that can fit on the side of your site. 
  • Badges that show your rating and number of reviews for top review sites. 
  • Carousels that display individual reviews you can slide through. 
  • Grids that show several reviews at once. 
  • A slider that is easy to include near the bottom of your site and also has a scroll-through feature. 

Leverage Reviews On Your Website Today 

Reviews are a powerful weapon when it comes to website conversions. Once you have earned a positive online reputation, it is time to start leveraging it for your business. One of the easiest ways to leverage reviews and skyrocket your conversions is by including reviews on your website. 

The best part?

This process does not have to be difficult. Attract and Close has the tools and expertise to help you get your social proof all over your website in no time. We use the top software available to help you generate, monitor, and display your customer reviews on your website. With Attract and Close, managing your online reviews is easier than ever. Now is the time to leverage your social proof with Attract and Close. To learn more about how we can help your business or to get started, schedule your free discovery call HERE.

How to attract new customers online organically with online reviews

Your online reviews are more than just a virtual pat on the back, they are absolutely essential for your brand awareness and perception. When it comes to positioning your business as the clear best option, online reviews are paramount. 

Attracting new customers is a huge hurdle for businesses of all kinds. Most people begin their search for a new product or service online, and your online reviews will help you gain their attention much quicker. 

In fact, online reviews help you attract new customers organically. That’s right, by just having more positive online reviews and a higher star rating you will naturally attract more customers. 

How can online reviews organically help you attract more customers online? Read on to find out. 

Rank Higher on Google Maps and Google Business Listing 

Online reviews help you show up higher on Google Maps for your business listing. This is a huge advantage when it comes to attracting customers, especially for local or multi-location businesses. Increasing your Google Maps position helps you show up first for relevant keywords and when customers search for a related business on Google Maps. 

When you look up a general keyword that could relate to a local business, the Goole Maps results show up first. For example, if you look up “seafood” (without “restaurant” or any local words) Google shows the map listings first, above any other website results. Of course, Google shows you options that are nearby, but it also focuses on the options that have a higher star rating. Ranking higher on Google maps with your Google Business listing is incredibly important for attracting more local customers and standing out against the competition. 

Online Reviews Separate Your Business

Reviews are the main feature of google listing. When you have more reviews and a higher star rating, you distinguish yourself as the clear winner against competitors. Just think about it, would you rather choose the business with two vague reviews or the one with a 4.5-star rating and hundreds of reviews? 

Having a ton of positive reviews makes your business seem far more credible and trustworthy, which is the key to attracting customers online. When customers shop for a business online, they have to rely on the information that is available to determine if they should visit the business or not. Reviews are a strong form of social proof that can put customers’ minds at ease. Customers can see all of the other things that people love about your business, and if your business responds to reviews it only strengthens their trust in you. 

Better SEO

Having more positive online reviews will help your website rank higher as well. Google clarified that online reviews and responding to reviews play a clear role in your search rank position, so online reviews do impact your SEO. 

Getting your website to rank higher has clear benefits. Most people don’t scroll past the first page of Google for a result, so showing up as a top search result undoubtedly helps your visibility. When your website ranks higher, more people will head to it which means you can increase your traffic. More website traffic means more chances to convert new visitors into customers. Online reviews get your website higher in the search results, which allows you to attract and ultimately close more customers. 

The Full Online Review System 

Online reviews help you attract customers in a number of ways, namely by helping you rank higher on Google Maps, increasing your website ranking, and distinguishing you as the clear choice through social proof. 

To see the organic advantages of online reviews, you must have a strong system for managing reviews, leveraging them, and using them to propel customers through a strong sales funnel. The entire online review system requires a detailed understanding of the process and implementation of effective methods. That’s where we come in. Attract and Close has a full system for online reviews that includes reputation management, leveraging reviews, and sales funnel. We can help your business master this system so that you can continue to generate and leverage more reviews than ever. To learn more about our powerful system and how we can use it to help you, schedule your free discovery call with Attract and Close HERE.

How to Leverage Your Positive Online Reviews to Grow Your Business

Positive online reviews are a goldmine for your business, no matter what industry you are in. Your online reputation is a powerful tool that you can use to attract more qualified leads and convert more customers. 

Previously, we’ve explained the incredible method you can use to automate online review generation and how you can manage your reviews. Generating more reviews and responding to them accordingly is only the first step. Once you’ve obtained more online reviews and earned a higher star rating, there’s still more to be done. Next, you must focus on the key to growing your business with online reviews: leveraging them correctly. 

On their own, reviews still help your business, but there are a few simple ways to amplify their impact tenfold. How can you best leverage your positive online reviews to help your business? In this post, we break down the simplest, most effective strategies for leveraging positive online reviews. Read on to find out more. 


Online reviews automatically help you leverage your reputation and attract customers to your business. How does a top-rating naturally help your business? A high star rating and many positive reviews organically help your business! 

SEO is a mystical creature, we but know that online reviews play a big role. Having a higher star rating, especially on Google reviews, helps your SEO. A higher SEO means that your business shows up on the first page for the relevant keywords, giving you greater visibility. Not only will you have an improved SEO, but your business maps listing will also show up higher as well. 

Showing up higher in the search is only one organic benefit of reviews. Additionally, your online reviews make you the obvious choice compared to competitors. Imagine that you are looking for a local pizza shop. First of all, when you search for pizza one shows up higher on the search results. Regardless of the position, you will notice reputation. Are you more likely to try out the pizza place with 2 reviews or the one with 100+ positive reviews that describe the restaurant in detail? It’s a no brainer! Everyone would choose the pizza shop with an abundance of positive online reviews. 

Set yourself apart from the competition organically by generating and managing your reviews. Online reviews allow you to naturally leverage your reputation from the moment potential customers begin to search for your kind of business. You will show up higher in local results, which is critical for local and multi-location businesses, and you will be the obvious choice. 


Your online reputation will organically help you by boosting your SEO and credibility, but there are more ways you can leverage the benefits of your positive reviews. Once your website shows higher in the search results, more people will end up on it. The next step is to continue to build their trust and grab their attention with your website. How can you do this? With your online reviews. 

You should definitely include online reviews on your website. Online reviews are free promotion content that you can display throughout your website to further set yourself apart. 

Social proof is a primary motivator that convinces prospective customers to choose you. When people decide whether or not to purchase an item or to visit a business, they want to first know what other people thought. It’s natural to be wary of a business’s trustworthiness when all you see is their website or online information. Break this barrier down and demonstrate your credibility right off the bat with your online reviews. 

There’s no better way to get free, natural social proof than via your online reviews! You don’t just need to list your review in one spot. You can pull relevant reviews and place them throughout your website. 

For example, include a few general reviews on your homepage. These reviews should describe the overall experience of working with your business and how you solved the customer’s pain point. Next, you can use relevant reviews on key pages, like your service pages or product pages. Include reviews that specifically mention one of your products or services on that specific webpage. 

Heading back to the pizza restaurant example. On your homepage, you should include reviews that mention how great the service, atmosphere, staff, and food as a whole is. Pick reviews that cover many aspects of your business and promote your restaurant as a whole. Include a review that raves about your specialty BBQ pizza on the product page for the BBQ pizza. Create a dedicated reviews or testimonials pages where you put all of the best reviews. You can also list reviews on landing pages to help drive conversions. 

There’s no reason not to include your reviews on your website. If you do not already display your online reviews on your website now is the time to start. Think of reviews as free advertising. In many cases, including reviews on your website is the difference-maker. In so many situations, listing your reviews on your website can be the difference between getting a phone call or turning that potential customer away. 


Online reviews can do wonders for your ads. Consumers are increasingly doubtful of branded content and ads. No matter how aesthetically pleasing and well-designed your advertising is, it won’t work if customers don’t trust it. Set your business apart with online reviews. 

Leverage your online reviews in your advertising. This includes a search engine or social media ad. Reference your top-rated status and even consider including a quote from a review.  Mentioning your top-rated status in your ads significantly increases your chances of earning a click-through and ultimately drawing in customers. 

Keep in mind that reviews can increase your visibility for search engine ads, which is incredibly valuable. Three paid ads and Google map results show up above any organic results, so maximizing the efficacy of your paid ads is essential. 

Google will display your star rating and number of reviews next to your search ad. Imagine the difference between being a search ad with few reviews or a low star rating, and the one right next to it with an incredibly high rating and a ton of reviews. Online reviews help you differentiate yourself from all of the other listings, even when it comes to ads. 

Your reviews also serve as strong validation and social proof on your social media ads. Incorporating your online reviews into your social media ads helps earn engagement and demonstrate credibility. Highlight a quote from a review and share your star rating and the number of reviews. 

The bottom line is that consumers trust ads more when they include online reviews. 

Leverage Online Reviews to Leverage Reputation 

By incorporating your top-rated status and real online reviews into your organic search, website, and advertising efforts, you can control the opportunities that come for your business. Once you’ve done all of the hard work to generate and manage your online reviews, it’s important to capitalize on your amazing online reputation.

There are so many different ways that you can take advantage of your high star rating and many positive reviews, but the three keys are organic, website, and advertising. Failing to utilize these elements means you are wasting your top-rated status! Your top-rated status is a tool that you can leverage to help your business grow, and the key is to capitalize on it immediately. 

The Entire System 

Leveraging your online reviews and positive reputation is only one key aspect of creating business certainty. First, you must manage reviews, which includes inviting people to leave reviews, generating reviews, and responding to reviews. Next, you tackle leveraging reputation organically, via your website, and with your ads. Once you are generating a high number of reviews and leveraging your top-rated status, the next step is to send that traffic to a high converting sales funnel. The high-converting sales funnel ensures that you have more selling opportunities, and it includes capturing leads, pre-qualifying customers, and following up. 

As you can imagine, this powerful system is a cycle. After propelling customers through the high-conversion funnel, you will invite them to leave a review which helps you generate more reviews. You use your successful conversions to continue to power your business certainty system. 

The only issue with this incredible system is that it takes time and expertise. Mastering each stage and subset of the process requires knowledge and tools for the best practices. When done correctly and efficiently, this strategy will help you grow your business beyond your dreams. 

That’s where we can help. The experienced team at Attract and Close created this powerful system to help your business grow. Our system includes review generation and online reputation management, leveraging reviews, and sending your attracted traffic to a sales funnel. Not only did we create this system, but we also have the expertise to help you perfect it for your business. To learn more about how we can help you leverage your online reviews, schedule your free discovery call with Attract and Close HERE.

Local SEO vs Google Reviews: Which is a higher priority?

Online competition for businesses in every industry is higher than ever. As a local business, you are fighting for digital space to attract new customers. There’s no doubt about it, showing up high for search results is crucial for your business. 88% of consumers who do a local search on their smartphone end up visiting or calling the store within a day.

Clearly, local SEO matters. If your business shows up high in the search results for targeted keywords that include your location, then you will certainly be able to drive more people to your website and ultimately to your store. Certainly, you should be spending some time and effort on boosting your local SEO so you can show up high in the search results.

But is local SEO all that matters?

Unfortunately, many businesses place too much emphasis on local SEO, forgetting about the value of online reputation via Google Reviews. So, which is more important, local SEO or Google Reviews?

In this post, we explain how both local SEO and online reviews benefit your business, and why you actually need to invest in Google Ads and online reputation.

The Importance of Local SEO

92% of people choose a business on the first page of local search results. Getting your business to show up on the first page for local keywords is definitely important. Local SEO focuses on boosting your visibility for searches relating to not only your services but to your physical location as well. When someone in your area is looking for a certain service, they obviously want one nearby. Local SEO helps you capture your local market online by optimizing your site for relevant terms and helping you bring in more traffic.

Where Local SEO Falls Short

There’s no denying that local SEO should be part of your business strategy. You definitely want to dedicate some resources to showing up higher in the search ranking. However, just doing that is not enough. If you focus solely on local SEO, you are missing a big opportunity to grow your business.

Here’s why.

Even if you are #1 in the search result, you still have 3 ad listings at the very top and 3 google maps listings above you. The Google Ad listings ahead of you will still grab the attention of local consumers before your organic result does. While it’s great to be the #1 organic search result, you have to remember that Google Ad results and Google Maps listings are still showing up ahead of you.

You cannot fully control SEO. No matter how many proven strategies you implement, you cannot 100% control where Google ranks you. You can do everything in your power to boost your SEO, but you may still not rank as high as you want to.

Dedicated SEO experts know best practices and constantly monitor the industry, but we still do not have all of the answers. Search engines have extremely complicated and constantly changing SEO algorithms. In the end, you cannot control where Google ranks you. Of course, this does not mean that you stop trying, you should still focus on valuable local SEO strategies. But this does mean that you should not dedicate all of your resources to local SEO, and you should make sure to focus on the strategies you can control.

The Key is Online Reputation

Forgetting about Google reviews is a big mistake. Google reviews are something that you can control, and they yield critical results. If you have great local SEO but have minimal Google Reviews, your business will not appear as credible as one that may be a few ranking below yours but has 3x the number of reviews and a higher star rating.

First and foremost, Google reviews actually impact your local ranking on Google. That’s right, Google Reviews are one component that affects your local SEO, and Google confirmed this. Local SEO is definitely complicated and involves many factors, but Google Reviews and your brand’s response rate matters for local SEO. If you are not paying attention to generating and managing Google Reviews, you are failing to do one of the simplest local SEO strategies.

Having an abundance of online reviews makes your brand a clear choice. In fact, 73% of customers trust a local business more if it has many positive reviews. Both quality and quantity matters when it comes to reviews. Having too few reviews or too many negative reviews hurts your business. On average, your business needs 40 online reviews before customers will believe the average star rating, so having a few great reviews is not enough.

Additionally, online reviews are something that you can control. You can implement proven strategies to generate more reviews. Can you fully control what customers say? No, of course not. But you can control how your business handles reviews, positive and negative. 51% of potential residents expect that management responds to online reviews. Review management is fully in your control.

Combine Google Ads with Online Reputation

You have control over having a higher star rating and more total reviews. The best way to leverage your Google reviews is with Google Ads. Combining Google Ads with Google Reviews provides far more actionable results than just being top in organic search results.

With Google Ads, you can add a local extension that will put your Google Business Listing (Google Maps Profile) at the top showing your 5-star reviews front and center. This way potential customers see the incredible social proof and your location right away. This winning combination puts your brand ahead of all of the organic search results. Having more positive online reviews than all of your competition makes you the obvious choice, and amplifying that top-rated status with Google Ads is a recipe for growing your business.

A Leading System

Should local SEO or Google reviews be your main priority? You should do everything you can to have great organic SEO. However, the list of strategies and tactics for SEO is extensive and you could spend all of your time and budget on a marketing strategy that you don’t have full control over the result.

Google reviews combined with the visibility of Google Ads is the ideal strategy. We recommend putting an equal amount of effort into Google Ads and Online Review Management to put your business in front of your local market and differentiate yourself as the obvious choice.

We understand that this is still not easy to do on your own, and our dedicated team is here to help. Attract and Close has a proprietary process and system for generating reviews, running google ads, and collecting new leads or booking appointments. Schedule your free consultation to learn more about how this system could work for your business by clicking the link HERE.

Improve Your SEO with a Topic Cluster Content Strategy

Search engine optimization (SEO) is critical for getting your website to the top of the search ranks and boosting organic traffic. SEO is a proven strategy that has longlasting results, but there’s one issue. 

SEO best practices are already changing. 

If you just started to get the hang of single keywords, you are already behind the search engine algorithms. 

Now, search engines are concerned with how ideas relate because this is best for delivering the results that real people want. Instead of focusing on singular keywords, it is now most important to base your content strategy around core topics. 

This new strategy hits the main points of modern search engine algorithms, like latent semantic indexing, site expertise, authoritativeness, and trustworthiness (EAT). It is referred to as topic cluster content strategy, and it can dramatically increase your organic growth. 

So, what exactly is topic clustering and how will it skyrocket your SEO?

Read on to find out, as we break down topic clustering in this post. 

SEO Must Adapt to Search Engines

Search engines are constantly changing and updating so that they can be more effective for users. To keep up and master SEO, companies must adapt to search engines and find the most efficient ways to show up for relevant searches. 

Previously, search engines focused on fragmented keyword queries. At that time, more people were searching that way as well. Now, things are quite different. In fact, 64% of all searches are four words or more. For example, nobody would just search “dog” to find a local pet store. Instead, they may look up something like “dog groomer near me” or dog groomer in My City Name”. People submit more detailed searches in hopes of finding the most relevant information right away. 

Consumers submit more conversational and complex questions to search engines, and they expect quick, accurate results. Search engines can also find connections amongst different queries and they search for search intent. Google has made many major SEO updates throughout its inception, all in hopes of helping searchers find the information they are looking for as quickly as possible. 

What does this mean for you?

You need to have a well-organized site aligned with core topics and content that addresses and hyperlinks the conversational long-tail keywords people are looking for. Topic clusters are the way to do this. 

What are Topic Clusters?

Topic clusters provide you with a way to organize your web pages and content into a system that fits top search engines’ algorithms. Essentially, topic clusters are “groups of related web pages that al link to one core pillar page.” By organizing your site into clusters, you make it easier for search engines to discern your genre and find a relationship between pages. 

Components of Topic Clusters

Topic clusters include three main components. The parts of a topic cluster include:

  • The pillar page
  • Content and subtopics
  • Hyperlinks.

The pillar page is the first component of your topic cluster. It is the main page that should be the authority for the core topic you are looking to rank for. Typically, the pillar page is a long-form piece of content like a long blog, resource page, or service page. In the pillar page, you want to go very in-depth about the topic and include different sections. 

Next, you have subtopic pages or cluster content. The purpose of these pages is to appeal to long-tail search queries that relate to the core topic on the pillar page. Blog posts are the most common type of subtopic pages. You can break down parts fo the pillar page into separate blog posts to create many different posts from the original pillar post. 

Hyperlinks are the final ingredient to a great topic cluster. Each of the subtopic pages must link back to the pillar page to let search engines know that that page is the authoritative resource on your primary topic

How Do Topic Clusters Work?

According to a HubSpot study, topic clusters boost your position in search engine result pages (SERPs) and impressions. The experiment also found that the more hyperlinks sites used for clustering, the better the results. Connecting your own content more tightly with internal links yields greater results for SERP. 

Topic clusters provide a uniform linking structure that makes it easier for search engines to crawl through your pages. Instead of having pages that cover similar topics compete with each other, you can use a well-planned topic cluster strategy to prioritize certain pages for search engines. According to HubSpot, “ by linking all internal content within that topic to a pillar page, search engines such as Google, Bing, or Yandex can easily scan all the content and understand that there is a semantic relationship between the pages’ content.”

The two images below illustrate the difference between many typical content strategies and topic clustering. 

How to Create a Pillar Page

Your pillar page is the first part of your topic cluster. The pillar page broadly addresses the specific topic, then you use cluster content to dive deeper into the individual topics. The pillar page must be longer than your typical blog post since it is covering all of the primary aspects of that topic. However, each part of the pillar page is not as in-depth as the cluster content. 

You can also work backward to create a pillar page if you already have a lot of related content. All of the blogs and content that you wrote before starting topic clustering does not have to go to waste! Let’s say you already have numerous blog posts about different facets of credit cards (building credit, credit scores, fixing credit, etc). Figure out a way that some of those posts relate and how you can create a larger pillar piece of content that broadly covers credit cards. Hyperlink back to your individual blog posts to use them as subtopics for your new pillar page. 

To create your pillar page, you need to figure out what topics you want to rank for (not just keywords). Remember that your pillar page must address a broader topic that you can then create many other blog posts for as cluster content. 

Make sure that your pillar page answers a certain question or query that consumers may search for about that topic. This will make your pillar page more enticing when it shows up in the search results. The person will see your pillar page answering the question they searched for and then they will also obtain links to many more specific pieces of content that are hyperlinked on your pillar page. 

To summarize, your pillar page:

  • Addresses multiple aspects of a broad topic. 
  • Answers the many questions a person would have who searched for that keyword. 
  • Should be broad enough to serve as the core for at least 20+ blog posts. 
  • Does not try to rank for a long-tail keyword. 
  • Does not explore a narrow topic in great depth. 

Let’s take a look at an example that we used here at Attract and Close. We focused on online reviews/ review management. Of course, there are many different subsets of that genre. For our pillar piece, we created The Ultimate Guide to Online Review Management for Multi-Location Businesses. We then took each heading and made an entire blog post about it that went more in-depth about that aspect of online review management. Using this strategy, our pillar piece addressed many different aspects of the broad topic of online review management and hyperlinked to subtopics. 

Forming a Topic Cluster

After creating your pillar pages, it is time to form the cluster. If you worked backward and made the pillar page from existing content, then update all of the links to connect those pieces. If you started with the pillar page, then cross-link the pillar page and cluster content as you upload it. The key is that each content cluster must link back to the pillar page at least once so that search engines view it as a cluster. 

You can (and should) monitor your pillar page over time. Measure your pillar page’s ranking in the search engines. Once you have a stale rank and the search engines view you as an authority on the topic, then you can broaden your chain of clusters by linking to another related topic. 

The Most Important Tips for Topic Clusters

Topic clustering may seem overwhelming and difficult, especially if you already have a lot of existing content. As long as you break down the process, it is very manageable. Trying to jump into topic clustering without the proper research and planning will just lead to frustration. Instead, follow the guidelines below. 

First, you need to figure out what your ideal customer is looking for. Consider your buyer persona, and figure out some of the core problems they may have. You can research online communities, examine competitors, conduct interviews, and run surveys to gather this information. If you are a jetski company, for example, one big problem your ideal buyer may have is starting their jetski for the first time. 

Next, you want to group those problems into broad topic areas. Break down the typical core problems, and try to form broad topic areas that will serve as a pillar. 

Once you have your broad topics or pillar, defined, you then want to use keyword research to come up with subtopics. Use this information to create a content map that connects the core topics and relevant subtopics. 

Before you dive headfirst into content creation, posting, and linking, you need to make sure your cluster holds up. Use industry research and competitor analysis to validate each idea. 

Then, it is time to get started. Create your content and hyperlink it accordingly to your pillar piece. Even when your topic cluster is live, you are still not done. Now, you must measure the impact and effectiveness of your topic cluster and pillar piece. Refine your strategy accordingly. Like all forms of content marketing, topic clustering is an everchanging process that requires constant monitoring and adjustment. 

According to HubSpot, the categories you need to track include:

  • Page URL
  • Cluster topic
  • Subcluster (if applicable)
  • Keyword to rank for
  • Is it linked to the pillar page? (Y/N)
  • Is it relinked (if applicable)? (Y/N)
  • Any other actions needed
  • Has the other action been taken yet? (Y/N)
  • Links out to pages 1, 2, 3, and/or 4
  • Is it also a sub pillar page (if applicable)? (Y/N)

Here’s an example of a spreadsheet for the topic clustering tracking as well:

The Easiest way to Create Topic Clusters

HubSpot makes it easier than ever to create highly effective topic clusters. All you must do is add your initial topics to HubSpot to start creating and managing your topic clusters. Witha  HubSpot account, you can just use the Marketing Hub, head to Planning and Strategy> SEO, and input your topic. Once you create your topics, you can add subtopic keywords and manage the subtopics. You can also add external URLs and link to your respective pillar pages.

HubSpot is an incredible tool for implementing the topic clustering strategy, but we know you may still need a bit more help to truly create a stellar topic cluster. That’s where our experienced team of HubSpot partners at Attract and Close comes in. As official HubSpot partners, we can help you get the most out of this incredible software, and use it effectively for your topic cluster strategy. 

Topic clustering is critical for the success of any modern SEO strategy, and Attract and Close will help you master it. With our marketing expertise and HubSpot knowledge, we will help you dominate your industry with topic clustering. To learn more about how we can help you with SEO and topic clustering, schedule your free consultation HERE.

Attract and Close Your Ideal Customers with Google Ads

Your online presence is paramount for getting your business in front of more local customers. When your company shows up for relevant google searches, you gain critical visibility in your local market. However, it can be really difficult to compete against larger brands for visibility. 

The best way to attract and close more customers for your local business is to implement Google ads into your marketing strategy. 

Why Google Ads? Do they really work, and why are they so important?

Read on to find out as we break down the value of Google ads in this post. 

How Google Ads Work

Google ads rely on a pay-per-click model to boost your brand on Google. You can use Google Ads to target a relevant keyword that your ideal client would search to find a local business like yours. When you do this, your ad will show up at the top of Google for that search. Additionally, you can add a local extension to your ads so that your map listing shows up at the top of the list. By doing this, you put your business right in front of the people who are looking for it. 

What Do Google Ads Look Like?

Google Ads look like a regular search result with a small “ad” marking. When people search for a business like yours nearby on your business will show up at the top of local results. If the ads feature your location, then they will show up when users search on the Google Maps mobile app. 

Local Service Ads

80% of local searches convert, so you need to show up for these searches to win your market. There is a new ad format that is specifically designed for local businesses with services. These ads help you stand out even more in your local market than traditional Google Ads because they focus on your community and are narrowed down to certain searches. Because of this, Local Service Ads are very powerful and work incredibly well. These ads are ideal for businesses that offer any kind of service, and they also boost your visibility on Google Maps. 

Why Google Ads? The Benefits

Google Ads are an incredibly powerful tool for local businesses. They offer benefits that you cannot replicate elsewhere. Some of the top reasons to use Google Ads include:

  • Increase brand awareness. Using Google ads, you can get your business in front of more customers. A study from Google found that search ads lift top-of-mind awareness by an average of 6.6%. 
  • Great ROI. When done correctly, Google Ads are very effective. According to Google, businesses earn an average of $8 in profit for every $1 spent on Google Ads! That is a crazy ROI and investment that will surely pay off. 
  • High conversion rate. With local Google Ads, you can gain valuable conversions. These ads help more customers learn about your business, which in turn leads to more calls and ultimately more store visits. Visitors who came from ads are 50% more likely to buy than organic visitors. Google Ads allow you to reach more high-intent buyers and thus improve conversions. 
  • Test copy. Google Ads are also a great way to experiment with different ad copy like subject lines, titles, print ads, blog posts, and images. Use Google Ads to split test title tags and meta descriptions, and then use the one that works best on your website. 
  • Keyword research. Not all keywords work the same for your business. Certain keywords are related to higher purchasing intent than others, and you want to figure out which high-intent keywords work best for your business. Test out how keywords convert for you with Google Ads. This method is a small investment that saves you a ton of time and helps you decide which terms to focus your SEO efforts on. 

Attract and Close More Customers With Google Ads

Google Ads are a powerful tool that your local business needs to be using. To leverage the power of Google Ads, you need a holistic marketing strategy. If you have more reviews at a higher star rating than your competitors and you are running ads, you will win.

That’s where we will help. Attract and Close has a comprehensive marketing system that includes online review generation, Google Ads, and converting ad traffic to leads, appointments, and ultimately customers. With our years of experience working with businesses in every industry, we know the best practices for Google Ads. To learn more about how we can help your local business attract and close your ideal customers, schedule your free consultation HERE

The Content Progression Model

There is no doubt about it, content is king. Content marketing is an incredibly effective way of engaging customers in the modern digital world that over 53% of businesses use. 

There are two major factors when it comes to content: quality and frequency. 

Creating a few pieces of amazing content will not yield results, but neither will constantly creating subpar content. 

So what type of content is really king?

Video content. 

96% of consumers between 18 and 34 watch videos several times a week and 90% of users say product videos help them with decision making. Videos are also the best content for repurposing. From a single video, you can get dozens of other pieces of content. 

But hold on, don’t grab the camera just yet! Remember, quality matters

Read on to learn how you can combine the content progression model and the content repurpose model to create incredible videos that yield even more content.

The Importance of Video Content for Your Brand

For 92% of marketers, video is an important part of their strategy. It should be for you as well. Video content is the best content you can create for your brand. Using video, you can effectively develop your branding and industry authority. No other platform matches the engagement and conversion of video. Including a video on your landing page increased conversion rates by an incredible 80%. Videos work so well because they are:

  • Visually appealing. 
  • Unique 
  • Easier to digest than text 

Additionally, video content is extremely adaptable. From one video, you can create many other pieces of content, making your content marketing strategy a breeze. Videos alone are diverse. Some of the video content you can create includes:

  • Video testimonials
  • Live stream recordings
  • Video ads
  • Video presentations
  • Product demos 
  • Video interviews 
  • Instructional videos 
  • “About us” or company educational videos
  • Tutorials 

The Challenges of Creating Video Content

Despite its many benefits, video content is not easy to create. Video content is challenging and can give beginners a lot of difficulties. Even though your end goal should be to create compelling, high-quality video content, it is not what you should start out with. The reasons the video is difficult to create are:

Visual presentation

 Videos are visual content, which means that how they look matters. While you actually do not need the world’s fanciest equipment to create good video content, you still need to get the right lighting, audio equipment, and camera to produce professional-looking content. Because of this, there is a barrier to entry. Starting with video content will delay your content creation process. 

Videos require editing.

Again, you do not need a full team of editors and the most expensive software to edit your videos, but video content does require some editing know-how and experience. Finding the right editing process is harder for companies that are newer at content creation. 

Videos can be awkward to film. 

Not all of us started out as teen YouTube stars. Aside from the occasional school project, many of us do not have experience filming videos. Trying to create video content before you are comfortable is a bad idea. If you feel awkward, the video will turn out awkward regardless of the amount of editing. Additionally, the video will take you a lot longer to make than it needs to. Instead of jumping right into the video, it can be more effective to work your way there.  

Video Content Progression Model 

In the end, you want to be able to create video content for its many incredible advantages. However, trying to start out with video is not going to work. Instead of jumping straight into video creation, we recommend the video content progression model. Using this model, you can still make content before you have all of the equipment you will need for video content. You can also work on your content creation process, and improve your speaking skills along the way. By the time you reach the video creation step, you will e ready to make videos that look and sound exactly how you want to. 

Writing First

The first step in the video content progression model is actually writing. Think about it. People do not create hit movies on the fly. Professional video production starts with writing, and yours should too. Written content is the easiest to produce. You can simply write down an outline of the key points and hire a content writer to actually do the writing. Starting with written content helps you practice content idea generation. Additionally, the written content:

  • It is incredibly easy to outsource. 
  • Has a quick turnaround time. You can produce a lot of content fast. 
  • It is easy to edit and update. 
  • It is inexpensive to create. 
  • Will give you something to start posting and publishing immediately. 
  • It can serve as the starting point for the rest of the progression. 

Audio Content 

Once you have a number of articles written and are comfortable with that process, then you should turn to audio content. You can take the articles and create audio scripts. Use the audio script to make a podcast, audiogram for social media, or audio version of the blog that you can also post on your website. 

Creating audio does not require you to make up anything new. You are just transforming the basic concepts from your blog into another medium that you can share again on your pages. Audio serves as a clear intermediate between writing and video. With audio, you can get comfortable with speaking on recording and delivering your message the right way, but without the added pressure of people seeing you. Advantages of audio content include:

  • Hone your speaking skills.
  • Enter the very popular and growing podcast space. 
  • Engage your audience in a new way and add your audio to new platforms. 
  • Prepare yourself for video creation. 

Video Content 

The last step in this content progression model is the videos. Once you have successfully written and audio recorded content, you will be much better prepared to create videos. Written posts teach you how to generate ideas and form an outline. Audio content allows you to practice your speaking skills and relay your information more effectively. After you are comfortable with both written and audio content, then you can prepare for video content. 

Of course, video content is still different from the audio content, but starting with audio better prepares you for video. Once you feel comfortable relaying your information through audio, then you just have to practice your delivery on video. This is the time to invest in some starting equipment and help to ensure your videos are highly produced. 

Again, you can take the same basic concepts from your articles and audio to create videos. Integrate the videos on your website to explain a product or service or to enhance your pages. Create a YouTube channel, and share them on social media. 

The Content Repurpose Model 

As the content progression model above shows, creating content is not just about creating a single piece of content. In the example above, we demonstrated how one blog article can become a piece of audio content and then a video. 

But the reserve is also true. 

Once you master video content creation, then you open up an entire world for repurposed content. 

According to Gary V’s content repurpose model, you can over 30 pieces of content that you can share across all of your platforms. 

Here’s more about why you need to incorporate this model and how it works:

Reasons to Use the Content Repurpose Model 

Imagine creating 10 separate pieces of content. You would need to brainstorm the topics, design an outline, and then execute each piece separately. This takes time. A lot of time. The more time you spend, the more money it costs you, and the less often you can deliver value to your audience. 

How can you cut down the time it takes to produce content?

Repurpose it. 

Instead of creating a blog post, podcast, video, social media post, and newsletter that are all separate and about different things, use the content repurpose model to create all of those and more around one main topic. 

The content repurpose model streamlines your content creation process. The top reasons you need to incorporate this strategy include:

  • Save endless hours on content creation when you repurpose content into new pieces. 
  • Make content creation an easier, smoother process. 
  • Reduce the resources (money and manpower) that you need for content creation. 
  • Deliver high-quality, high-value content to your audience every single day. 
  • Increase your SEO and brand awareness with more content. 
  • Create more content is optimized for each platform. 
  • Dominate your industry and position yourself as a powerful authority. 
  • More opportunities for inbound and outbound links to all of your own content. 

How the Content Repurpose Model Works

Think of the content repurpose model as a reverse pyramid. You are using one large piece of content and then breaking it down into smaller pieces of content. The steps of content repurposing include:

Create Your Pillar Piece

Your pillar content is the main piece of content that you are starting out with. This may be an eBook, a long-form video, a longer podcast, or a speech. All of the other pieces will be derived from your pilar piece, so it should be descriptive and index all of the main points.

Create Micro Content 

The next step is to break down your pillar piece into micro-content. Micro-content is just short-form content that is pulled from your pillar piece. You can turn your long-form video into multiple blog posts, many different social media posts, quotes, mini videos, and more. Take the best moments from your pilar content and turn them into multiple pieces of micro-content. 

Distribute the Content 

Next, you must share your content. You can share your pillar content on major platforms like YouTube, IGTV, Facebook, and your website. Share some micro-content via the rest of your social media. Share articles on your blog, in your newsletters, and as LinkedIn articles. Use your micro-content to drive your audience to your pillar content. 

Assess the Response

After distributing your content with your audience, it is time to listen. The best way to figure out which content is effective is to listen to your audience. Look at your analytics and evaluate responses to determine which content resonated best with your audience. 

Create and Distribute Community-Driven Micro-Content

Use the feedback to create another round of more powerful micro-content for your audience. Create more micro-content from the sections that your audience really enjoyed, and distribute it across your platforms as well. 

Be Agile with Content 

Even once you’ve become more comfortable with creating all mediums of content, it can take a while to nail your distribution strategy. Closely monitor your analytics to determine the best times for posting across your platforms. Listen to the feedback your audience provides to guide your future content creation. The things that consumers resonate with may sometimes surprise you. Be adaptable and flexible with your content strategy, and always remember that the primary goal is to deliver value. When you offer value, you start building relationships that are then easier to convert to long-term business relationships. 

Master Content Progression and Repurposing with Attract and Close 

Most companies “help” you with your content marketing by just writing all of your content for you. While this helps you in the short term, it makes you totally dependent on them every step of the way. You only get content when they give it to you, and you’re left in the dust about how content creation really works. Attract and Close will help you master modern marketing by teaching you how to effectively produce your own content. I experienced team will guide your strategy while helping you learn exactly how to achieve high-quality video content and master the content repurposing model. Using these methods, we will streamline your content marketing strategy so you can attract more customers than ever and rapidly grow your business. For results-driven content marketing practices that will help your business scale, schedule your free discovery call HERE.