Money pages.pptx

Money Pages

● Conversion-worthy web pages that help you turn researchers into leads and customers● They help you speak directly to people whose questions you can answer● Are important to you if you want quality and qualified leads to come straight to YOU

Do you know what these are?

Diana Herzan ● Founder, President ● The Service Guide

http://www.theserviceguide.com/pages/advertise_with_the_service_guide.asp

What are Money Pages?

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The simple answer is in their name. These pages make you money! They are conversion – worthy pages that generate business for you and help propel those who start out as researchers online to becoming your customers.

Let us know how we can help you

http://forms.aweber.com/form/99/669507299.htm




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Money Pages speak directly to researching visitors delivering them value and presenting you as a source to begin trusting. Money Pages are an impactful stepping stone that help guide visitors to comfort levels they need to engage with or take action towards you.






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Money Pages are important if you want to make it easier to speak directly to those who are actively trying to learn something about you or your services.

Each Money Page you have increases your opportunities to educate, convince, and convert





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The following slides will help you identify and create Money Pages. You will learn how to begin enlisting the power of Money Pages to direct leads and customers in your direction.





Table of Contents Page

About the author 7

Definition of Money Pages 8

Elaborated Description of Money Pages 9

Why are Money Pages important? 17

Where are Money Pages found? 19

What do Money Pages look like? 20

Non-Money Pages that can hurt you 23

Operating our businesses in a dialogue-oriented world 26

Money Pages serve up great timing for you 28

Why SEO directives of yesterday do not apply today 29

It’s more about what is being found that makes you money 30

What can you do to add more Money Pages to your business? 31

Each Money Page you have increases your opportunities to educate, convince, and convert 32

Start with one, then add another 33

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About The Author

Diana HerzanFounder and President, The Service Guide

Diana Herzan founded The Service Guide in 2004, a marketing and public relations company located in Minneapolis, Minnesota. Diana’s combined expertise in marketing and journalism has been instrumental in shaping the focus of the company, including the development of The Service Guide’s Customer Reviews model.

Diana and her team are also known for their implementation of content and revenue campaigns that focus on connecting the researching consumer directly to relevant local businesses.

Diana has also written a Consumer Column for Examiner.com since 2010. Her articles are also published on other news websites including wn.com; news360.com; and huffingtonpost.com.

Follow Diana on Twitter (@theserviceguide), Facebook (https://www.facebook.com/theserviceguide), and connect with her on LinkedIn (www.linkedin.com/in/theserviceguide) for additional helpful tips.

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“The Internet has provided consumers with overwhelming opportunities to learn; and businesses with incredible possibilities to educate their customers.

The art of connecting the two is fascinating, exhilarating, and rewarding. That sums up my mission and my days’ work.

When the two “click,” the relationships that form, and the positive touchpoints that transpire will direct the future of a customer experience from that point forward.”

Diana Herzan

https://www.facebook.com/theserviceguide

https://www.facebook.com/theserviceguide

http://www.linkedin.com/in/theserviceguide


Money Pages are web pages, landing pages, any pages online that are either written about you, written by you, or in some way are associated with you or your business.

Money Pages contain conversion – worthy material or content that have high potential to convert a visitor to the page into a lead or a customer.

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In other words, when someone searching online comes up with one of these pages, there is something there that:

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• Answers a question for the visitor that results in their ability to take action towards you

“Is Shorty’s open on Sundays?”

“Where can I recycle an old computer”

“Does Miller’s Chev take trade-ins?”

“How quickly can mold grow behind wall board?”





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• Educates them on a specific topic they deliberately sought out that enables movement in your direction

“Help, how to get rid of pet stain and odor in my carpet!”

“What to do if my website has been hacked?”

“Loud clunk underneath my car”

“I think my identity may have been stolen”





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• Validates an opinion needed to make a buying or hiring decision

“Pogo’s - complaints” “Laurel’s Floral - Reviews”

“Top rated walkie talkies” “iPhone vs Android”

“Latest kitchen cabinet trends” “Popular kid birthday party ideas”





More things a true Money Page will do when researching visitors discover them are:

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• They validate your quality which facilitates faster action towards you or your business





More things a true Money Page will do when researching visitors discover them are:

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• Establishes you as an expert or specialist which strengthens a comfort level in you or your business





Even more, an effective Money Page will:

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• Help a visitor develop trust in your knowledge which reduces any skepticism and strengthens a confidence towards you or in making a decision to consider you





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• Squelch a pre-existing fear that, as a result, facilitates further inquiry to you

And more, an effective Money Page will:





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• Deliver value because of something positive perceived about you which makes you more approachable or desirable

And lastly, an effective Money Page will:





Why are Money Pages important?

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The simple answer is in their name. These pages make you money!

When an inquiring customer asks a question, picture yourself in a crowded room with lots of your competitors all jumping up and down, raising your hands because you know the answer!

Now imagine that out of the whole room, they see your hand up and call on YOU!

You’ve suddenly got the floor and a great opportunity to begin a spawning relationship with this person! This is your chance to help and to shine! This is what Money Pages do for you, except online!





Why are Money Pages important?

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Now, erase the memory of the crowded room! Picture yourself on the job, or even on vacation. The inquiring customer goes to Google, instead, and asks their question!

A page with just the answer they are looking for appears for them as an obvious option to click on in the organic (left) side of their search engine results.

It’s a page that has been created by you (or for you) that delivers exactly what that visitor needed.

That is a great example of delivering value to that visitor. It is a great opportunity for you to jump right into their search conversation and introduce yourself, as well.

A whole lot easier (and quieter!) than the crowded room of competitors!





What we already know….

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If you think about it, we already know that 94% of consumers will conduct research early on in a purchase or hiring decision to educate themselves.

Their research process should be thought of as a conversation starter. If you can jump in and land on the other side of their conversation, delivering what they are asking to learn, and establishing yourself, at the same time, as a trusted source, you have a tremendous shot at, minimally, earning their respect. Depending on what that visitor may still need, you may also have a greater chance, to convert them into a lead, and possibly, into your customer, as well!





Where are Money Pages found?

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The most successful Money Pages are found by researching consumers early on in their research process. The quicker they can get, learn, establish what they are looking for, the quicker they can make decisions that feel right!

Money Pages are mixed in with organic search engine results from Google, Bing, Yahoo, and all other search engines when someone searches for something online.

Not all searches deliver Money Pages for a business. But if a future customer of yours is researching you or your services, the best thing that can happen for both of you is for them to discover as many Money Pages as possible for you on the first page of their search results.





What do Money Pages look like?

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To help you get your head around this, take a few examples into account.

If someone sees your truck on the road and it reminds them they need to call a plumber, 94% of consumers will Google your company to see what they can find out about you. Hopefully, they will discover your website as their first result, which depending on your website, can be a Money Page.

Your page on the BBB is likely to be one of the search results delivered, which, again, depending on your company’s standing with the BBB, can be a great Money Page. With one click, a visitor may quickly see an A+ Rating and a zero complaint history. This is a great example of a Money Page.






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Other examples of Money Pages include third party Reviews about your business, providing they are positive, of course. Yelp, Google, The Service Guide, Trip Advisor, Open Table, HomeAdvisor are all public Review pages and can be accessed with one click from search results.






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Any articles that have been written about you, or written by you that establish you as a specialist in your industry are great Money Pages!

These confirm your expertise and your quality; they are endorsements that speak volumes for you.

Blog Posts

Blog Posts can be another great source for you that can be considered great Money Pages, depending on the value of the content. These can be your blog posts or any guest blog posts you may have indulged in, as well.





Non-Money Pages that can actually hurt you

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As an exercise to see what an inquiring consumer may find when conducting their research, try Googling your business name for starters.

I like to think of each organic search result that is delivered as a piece of real estate on the first page of Google. Each real estate property there should have the potential to make you money. If it doesn’t, it isn’t helping you, and in some cases, can be hurting you.

Start by Googling your business name and see what pages are delivered to you as a result.





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Now that you know how to identify a Money Page, take a quick glance down the page, just the same way a researching consumer will, and check to see if you have any Money Pages.

Next, see how many pages show up like Yelp, manta.com, merchantcircle.com, Superpages.com, angieslist.com that when clicked on do not give the visitor anything new or different than what they will find on your website, for example, to help them learn about or get comfortable with you.





Non-Money Pages need to be pushed further down onto pages two and beyond…

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Yelp, manta, merchantcircle, Superpages and other similar sites have a couple of things in common.

✓ They have all downloaded lists or directories of companies in the hopes that businesses will claim their pages.

✓ They depend on ad revenues on these pages as part of their business models, so the primary focus on their pages don’t revolve around you.

✓ With the exception of Yelp when there are Reviews available for a business, these pages don’t deliver anything else conversion-worthy for a visitor

Because of their website model, they have invited themselves onto your Google page and are taking up real estate there that provides you and your inquiring customers with nothing conversion-worthy.

These pages need to be pushed further down onto pages two and beyond.

Angieslist.com, when initially clicked on does not reveal any Review insight to its visitors, except for any Angie’s List members who can then log in if they desire to see more.





We are operating our businesses in a dialogue-oriented world

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The days of talking at the public in masses with our monologue message are part of the past. Today, when consumers want specific information they embark in a dialogue that starts with their search engines.

The expectation is that relevant information and answers will be easily found in seconds.

A researching customer can become quickly aggravated, however, if they click on a search engine result and don’t get what they’re looking for. Most people online possess a short window of tolerance for irrelevant information.

Any Non-Money Pages that don’t deliver what the searcher is after, instantly become a waste of time and opportunity if they are clicked on for both clicker and clickee.





Things have changed over time….

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Even a decade ago, which isn’t all that long ago, utilizing a directory or a list of businesses as a resource was helpful in a different light than it is today.

Unfortunately, today, directories are a dime a dozen and provide basic contact information and About Us text, but nothing more.

Finding contact information is easy enough to locate once a researcher is ready to take action and call. The “meaty” information needed to “convince” is the kind found in a Money Page.

Today, Reviews influence consumers’ decisions and become a motivating factor for them towards a business. Content available today is more rich and educational and also impacts a consumer’s comfort level needed to take action towards a business. When researching products and businesses, this is the type of information consumers are looking for today.

The “meaty” information needed to “convince” is the kind found in a Money Page!





Money Pages serve up great timing for you!

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The really great news for any business is that you have up to ten or so opportunities on your first page of Google to wow and woo all of your potential customers! ~

Just think if you could ensure that 75% or better of the real estate on this page were Money Pages for your business!





Why SEO directives of yesterday do not apply today

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While even a short while ago, and still many today, SEO and marketing specialists will tell you that you need to be “found” on Google if you want to survive. Their directives for you revolve around that mantra.

I completely agree with that, but need to clarify the word “found” is not enough anymore. The advice that many were given yesterday to sign up with all the directory sites and claim your business pages with them made sense because it meant that these pages are coming up in Google searches for your business. But, now you realize that all these pages are taking up real estate on your Google page as Non-Money Pages.

As much does on the Internet, change is of the essence. Due to the way consumers innately search, the previous directives, now delivering Non-Money Pages, need to be redirected towards generating more of the like of Money Pages.





It’s not about being “found;” it’s more about “what is being found” that makes you money

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Every business owner knows that it is essential to be in front of as many people as possible, to get noticed, to create awareness if they want to generate customers.

But, every business owner also knows that usually being in front of someone is rarely the defining reason a sale or purchase is made. Now that you understand that Non-Money Pages are not delivering conversion-worthy information for your researchers, it should become more important for you to focus on ensuring you can generate as many Money Pages as you can that do.

How relevant and helpful are the search results that are currently being delivered about your business? How conversion-worthy are those pages? Is precious real estate on your Google page being taken up with pages that are not making you money?

You have the empowerment to make some changes so that your real estate on Google is what you want it to be, not what other sites want for themselves.





What can you do to add more Money Pages for your business?

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If you are asking yourself this question at this point, good for you! There are a number of things you can do.

✓ You probably already have at least two Money Pages right now. Your website can count for one, and your page on the BBB can hopefully, count as another.

✓ You can start a blog or inquire about how you can post as a guest blogger on a relevant blog

✓ You can acquire Reviews with Review services or sites who deliver your Reviews page as a public page with public access

✓ You can write helpful and educational articles or inquire about having articles written about you or recognizing your expertise

There’s more….





Each Money Page you have increases your opportunities to educate, convince, and convert

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I would like to encourage you to inquire about and explore a number of these ideas that you can implement easily.

Did you know that each time a visitor clicks onto a Money Page that you increase your chances to earn them as a lead, and potentially a customer, by 10%.

Imagine if you had two Money Pages, or three, or four, or five, six, or up to seven or more!





Start with one, then add another!

Finished!

Do as much as you can by yourself first!

After that, if you would like additional help or opportunities, contact The Service Guide for guidance or assistance. We can provide resources and set you in the right direction in several areas:

✓ Establishing a Customer Reviews page as a strong Money Page for you

✓ Creating content campaigns, writing articles, publishing educational content from your pearls of wisdom which all produce strong Money Pages for you

✓ Providing opportunities to participate as a Guest Blogger, another credibility-building Money Page for you

Start making a difference one Money Page at a time!

763-745-7490

Let us know how we can help! >>



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Money pages.pptx