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How to Market Your Ebook: Don’t Let Content Offers Collect Dust


Inbound marketing preaches content creation, but you shouldn’t create content without first figuring out who you’re marketing to and how you will market to them. If you don’t take these initial steps to ensure your content reaches the right people, your content will not be successful.

So if your content is just sitting on your website not getting too many downloads or leads, your promotion might be the problem! That being said, here are eight ways to market your ebook, whitepaper, guide or any other content offer you already have:

1) Create a PPC campaign to advertise your content offer

While PPC is a great way to promote your company and services, you can also set up a campaign to promote your content offer. This benefits your content offer because it will boost visibility and downloads while providing useful information to searchers.

For example, if I search for home remodeling, I see four ads of local companies trying to promote their services. But if I have never heard of these companies, how do I know which home remodeling company is right for me?

That’s where a content offer based PPC ad comes into play! If you’re advertising an ebook titled “How to Find the Best Home Remodeling Company for Your Timeline & Budget”, it will stand out against the other ads and search results because it directly helps solve my problem. This means your PPC ad will probably get the click and the conversion.

Using display ads is another great way to get your content offer on relevant websites instead of Google search. With display ads you can actually choose the websites that you want your ad to appear on. This way, visitors who are browsing a popular website can find your related content offer.

2) Guest blog on popular websites with your ebook as CTA

Popular websites try to provide solutions to overarching problems that their readership is experiencing. Think of your services and your buyer persona! Where do they go to get information?

Once you nail down which websites your buyer persona is reading to get information, see if these websites offer the opportunity for industry leaders to guest blog. Some websites will require an application or an article proposal, but once you get accepted blogging for one website, it becomes much easier to get accepted on other websites.

When you write your articles, keep them educational and don’t self-promote. Remember, you’re trying to help the reader solve a problem with your expertise and industry knowledge. Then at the conclusion of the article, use your ebook as a next step call to action so if a reader finishes the article and wants more information, your content offer is there!

3) Use email marketing to promote the ebook

If you have prospects or clients who have already expressed interest in similar content offers, or who have identified certain problems they need help with, let them know about your new content offer!

For example, on your contact form, you could have visitors identify what they need help with. For an inbound marketing agency, you might say “What Does Your Business Want to Improve?” with options to select:

  • Generate more leads
  • Grow our web presence
  • Rank higher on Google

Then once you know a visitor wants to rank higher on Google, if you create an ebook around that topic, it’s highly probable that this visitor is interested! Unless you have a constantly updated blog that brings visitors back to your website often, chances are the majority of your interested contacts won’t revisit your website to discover a new offer.

Therefore, your best bet is to promote it via email. It can be as simple as sending out one email or as complex as adding the new content offer to a marketing automation workflow.

When sending emails, be educational and try to help a segmented list of your contacts. If you know that 20 contacts have chosen “generate more leads” on the form above, then those 20 contacts would probably benefit from an email about a lead generation ebook.

You don’t want to email a specific ebook to your entire contact database because it probably doesn’t relate to all your contact lists. When you don’t segment emails, your engagement will be lower and your success will be diminished.

4) Connect with niche readers on social media

Look on Twitter and LinkedIn for users that have been sharing similar content to what you have created! Just by searching on Twitter for #inboundmarketing, I can see who is sharing inbound marketing blogs, guides & resources, plus I can see who is getting the biggest reach in terms of likes and retweets.

Reach out to these individuals with a simple message that encapsulates “Hey! I saw you shared [this article] and I thought you might like [this related content offer]”. This way you know that the individual is probably interested in what you’re writing because they’ve been interested in similar content before.

5) Utilize industry influencers for their thought leadership & reach

Industry influencers have two main goals; to find relevant articles to share with their fan base and to increase their reach. Therefore, you can utilize these influencers by giving them great content to share with their following and by increasing their reach through a quote or link in your content offer.

When looking to utilize the reach of industry influencers, I always suggest giving them an incentive to share your content offer. For example, ask them for a quote that you can incorporate into your content offer or link to another article they wrote.

Then, send a complimentary copy of your content offer to this industry influencer that includes a link or quote of theirs. I’d suggest telling them how much you’ve appreciated their expertise and that you included them in your content offer. You can either directly ask them to share your content offer or hope that because you’re expanding their reach, they’ll share your offer on their own!

You could also try a similar tactic to Tip #4, but remember, these industry influencers are probably bombarded with messages asking them to share content. Make yours unique & worth their while!

6) Submit to a Content Community or Online Group

Going back to Tip #2, think about your buyer persona again! If they get their information from a content community (like or an online group (such as a Facebook group, Nextdoor Neighborhood, Reddit, etc.),  post your content offer in there.

For example, if you’re a roofer in St. Louis, join your community group on and offer your content there! When your neighborhood gets hit by a hailstorm, your infographic on “How to Know When to Call a Roofer for Storm Damage” can come in handy to the community’s residents!

Content communities are also a great resource for getting feedback, starting discussion & sharing your passion for your services with others.

7) Find other linking opportunities

Using tools like AHREFs, you can see other websites who have linked to content like yours. Reach out to them with your content offer link and see if they want to include a link to your resource! I find that this is most helpful when you can find a broken link that your new link can replace. Webmasters generally appreciate when someone lets them know of a problem with their website links, and if you can provide a link to replace the broken one, it might get placed!

Alternatively, use a tool like BuzzSumo and to find mentions of your company online! You’ll be able to see who has mentioned you or your content offer and determine whether they have linked back to you or not. If they haven’t included your link, reach out to that website and explain it might provide their readers a better experience if they could find the article that is being mentioned.

If you’re looking for more backlink opportunities, I highly recommend Backlinko’s “17 Powerful (Yet Untapped) Backlink Sources” to find other places you could get a link from!

8) Repurpose your content into different formats 

If you have a semi-popular ebook, try taking its main points and creating a slideshare, infographic or quiz on it! By having multiple formats of your content, you can reach a greater audience.

An infographic is great to share on social networks, especially Pinterest, because of its visual nature. You can even cut out statistics or diagrams from the infographic to share on social media as well!

Further, a slideshare is a great resource for an interested party to show to their decision maker. For example, if a facility manager wants to do an office redesign, but isn’t sure how to bring it up to the CEO, your slideshare “5 Reasons Your Office Is Desperately In Need of a Redesign” can help him out!

Next Steps

Content that just sits on your website can’t properly do its job and bring in leads. But worry not, by using these promotion tips you’ll see a little bit of extra effort can really take a content offer from zero to hero.

If you’re interested in learning about more ways you can tweak your website & content offers to bring more leads to your business, check out the FREE ebook “Turn Your Website Into A Lead Generation Machine“:

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7 User Experience Tests to Do When Redesigning Your Website


Designing your website can be a long and expensive process. To ensure the process goes smoothly and that your end product is the best it can be, test early and test often. By revealing flaws in competitors’ websites as well as flaws in your current website, you can save time and money during your redesign.

Because a website design is all about the visitors who will view and interact with it, your redesign should focus on their experience. In order to be sure that you get the most out of your new website, here are seven user experience tests to do during the process of a website redesign.

1) Competitive Analysis

Most businesses are aware that they can compare themselves to competitors in order to see what they are expected to do or what they can do better. This should be no different when redesigning your website!

I recommend starting with five of your direct competitors and looking at their websites. You’ll want to create a spreadsheet, like the one below, so you can see the results of your analysis clearly.


When looking over your competitors’ websites, here are things to note in your spreadsheet:

  • Best practices for your industry: Do all your competitors offer the same content? Is there site functionality similarities in all your competitors websites? Do all your competitors have a blog or resource section?

    Example: If you’re a business lender and all your competitors offer a loan calculator, it might be a good idea to work that into your website.

  • Usability Heuristics: Create a list of important rules of thumb for website design. You could use Jakob Nielsen’s list of usability heuristics or create your own. Here are some heuristics I would recommend looking at: Efficient Navigation, Consistency, Easily Readable, Organization, User Expectations Match and Support.

    Example: If your competitors all include chat on their website for support and questions, this might be something you should consider for your new website.

  • Search Engine Metrics: A new website is a great opportunity to revamp your on-site SEO and see how your off-site SEO compares to your competitors. Find keyword and linking opportunities! Look at your competitors’ keyword rankings, backlinks, domain rating, etc. and compare it to your own.

    Example: If your competitors all have their home page optimized for a specific keyword, it might be difficult to rank #1 for that keyword. Therefore you might want to find another keyword opportunity for your home page.

2) Analytics Analysis

Now that you’ve identified strengths and weaknesses of your competitors’ websites, it’s time to review your own website. One way to get insight into the user experience of your website and what your users care about is to look at your analytics, specifically noting errors, improvement areas and important pages.

For looking at errors or problems that your visitors might run into, check your analytics for high bounce rate, short time on page and navigation issues. In your new website, you want to eliminate slow loading pages, pages that visitors didn’t like and pages that visitors had a hard time getting to.

For looking at improvement areas, look at your average conversion rate and see which pages have a conversion rate that is lower-than-average. Try sorting this data by source or by device type to get more detailed information. You may find interesting discoveries such as mobile not converting as well as desktop on your “Request a Quote” page. Therefore, you can mark these observations as areas of improvement because they might be converting, but they can convert so much better.

For important pages, look at the most frequently visited pages and the pages that were revisited most often on your website. Because your visitors are looking at these pages regularly, you have to be sure that their user experience is great and that they can easily accomplish the tasks they want to do. For example, your blog might be one of the most re-visited pages so you want to be sure that visitors can find recently posted content easily.

3) Task Analysis and Task Prioritization

Continuing the discussion on helping visitors accomplish their goals, think about websites you visit often. Why do you visit them? What do you hope to accomplish while on their website?

With hundreds or thousands of people visiting your website, they probably have all sorts of different goals in mind and you should make sure they can accomplish all of these goals with ease. That’s where Task Analysis comes into play; it gets you to the bottom of what the visitor will want to do and the simplest, most effective way of doing that.

What Goals Do They Want To Accomplish?

First, think about the visitor and think of all the tasks they will be looking to complete on your website. Do they want to purchase an item? Do they want to contact support? Do they want to see delivery details? Do they want to request a quote?

Write down every task you can think of and once you can’t think of any more, take your list and start to prioritize the tasks by how critical they are to a successful conversion and how often they are being performed.

Now, you might think that frequency is the only important factor here, but if you have a critical step that a visitor must do first before converting, that is equally important. For example, one of my friends owns a business sign company in St Louis where in order to request a quote, you have to fill out a questionnaire with more detail about the sign you want! In order to submit his “Request A Quote” form, you must upload that questionnaire with it. While most people visit his website to see his past projects and to read his business sign advice on his blog, filling out the “Request A Quote” form doesn’t happen as often, but it sure is important!

How Do They Accomplish Their Goals?

Once you’ve prioritized your tasks, start on the homepage of your website and track the steps that a user will take to complete that goal by counting the number of clicks and by timing how long it takes to complete a task. Once you have this data on task paths, look for the following issues:

  • Too many clicks for critical goals – If it takes 10 clicks to ask your business a question, that’s too many steps.
  • Too much time for critical goals – If it takes 2 clicks to ask your business a question, but those two clicks take 5 minutes to locate, that’s a visibility problem.

This thinking will help you see processes that are longer than they should be, content that might be hidden to a visitor and how easy your top goals are to complete. Using your analytics analysis in combination with task analysis may reveal your navigation needs to be reworked or that you need to include easier paths for frequent goals. Use this data to identify problems in your current website so you can improve upon them in your new one!

4) Card Sorting

Now that we’ve identified problems that your current website has, how do we rebuild a better one? Let’s start with the most essential redesign element: your website’s navigation.

Having an intuitive navigation allows a visitor to get from point A to point B seamlessly without confusion. When looking to redesign your navigation, I recommend doing a few card sorting experiments where you’ll put your different website pages on notecards and have participants sort them into categories. You can do an open sort or a close sort:

Open Sort – When you don’t provide categories for the card sorting and you let the participant decide how to categorize your website pages.

Closed Sort – When you provide categories that the participant must sort the cards into (example: services, products, about us, contact us).

I recommend starting out with a few open sorts until you start to recognize patterns that appear in the categories. Then switch to a close sort to see if participants still sort your website pages in the same way. If every participant puts the same three web pages into the “Products” category and the same three web pages into the “About Us” category, then your navigation should probably reflect their navigation expectations.

Here is a sample card sort for a marketing agency:

card-sort.jpg5) Rapid Prototyping or Wireframe Design

Before you jump into HTML and CSS, use wireframing and rapid prototyping to layout your website elements. A wireframe is a website in its most basic form without the images, branding or even content. Rapid prototyping refers to creating a basic website and quickly making new versions with improvements while testing.

Having a simple website idea, like a wireframe, forces everyone to look objectively at a website’s ease of use, conversion paths, naming of links, navigation placement and feature placement. Wireframes can point out flaws in your site architecture or how a specific feature may work.

Here is a simple home page wireframe:


Instead of trying to combine the functionality and layout of your website with the creative and branding aspects in one step, wireframes ensure that these elements are taken in one at a time. This allows clients (and other team members) to provide feedback earlier in the process. Skipping wireframes delays this feedback and increases the costs of making changes because full design mock-ups must be reworked, not just simplified wireframes.

Try doing some basic user testing, as described in #6, by having participants perform the desired actions you thought of in Task Analysis & Prioritization (#3) on your wireframes. This will show you whether your website is laid out correctly.

Wireframe testing also comes in handy once the website is completely designed. You can perform the same tests on your wireframe and designed website. If participants in your designed website testing struggle to perform the same tasks that were flawlessly completed with the wireframe, you’ll know that your website has a design flaw, not a layout flaw.

6) User Testing

Now that you have a wireframe or a designed website, it’s time to test it out! With a screen capture tool and a microphone, you have everything you need to test your website with real users.

First, decide whether you want to test the website in person or remotely. Whether you’re in the room with the participant or not, I suggest watching the test as it happens so you can take notes and ask follow-up questions.

Next, get a set of tasks together that you would like to watch a stranger perform. I would suggest using problem tasks and critical tasks that you identified in your Task Analysis & Prioritization (#3). Then have the participant perform these tasks and observe carefully! What are they trying to click on? How quickly are they performing these tasks? Do they look confused?

Here are some of my best tips for User Testing:

  • Let the participant know details about your user testing before you start – How long will this take? Will they be compensated in any way? Is there any risk in doing these tasks?
  • Collect demographic information on your participant – This way you’ll have an idea of how closely they fit in with your buyer persona.
  • Encourage the participant to speak out loud while doing the tasks – This will hopefully give you some insight into what they’re thinking and what they’re confused by.
  • Record the session – Even if you’re testing in-person, record the user testing session. You might have questions or want to show examples to developers in order to back up your requested website changes.
  • Ask follow-up questions but stay neutral – You don’t want to lead the participant to confirm your beliefs. Ask them questions like “How easy or difficult was it for you to complete this task?”, not “Do you think that was difficult? Really?”
  • Answer questions with questions and let the participant lead – Naturally we want to ask questions when we’re performing tasks, but giving participants answers doesn’t help us understand what they’re thinking or struggling with. If they ask “should this go here?”, respond “do you think it should go there?” instead of answering yes or no. This way you know they’re confused and how they think the problem should be solved.

Once you’re done running through all the tasks, make sure you have no more follow-up questions then thank the participant for doing a great job. User testing can be difficult because the participant might not be sure that what they’re doing is correct and they might find some tasks too difficult to complete. Therefore, make sure you tell them how much they’re helping you!

After the participant leaves, de-brief with any other people who are running the user testing with you. Write down all your notes and save their testing session recording in case you need it later! The data and observations you make during user testing can help you make better choices when deciding what to change about your website.

7) Beta Testing

Finally when you’re ready to roll out your new website, decide if you have special features that need a little extra user testing. If you do, beta testing is a wonderful way to get customer feedback while providing fun features that customers want! It’s a win-win because you will not only receive valuable feedback, but you will also be able to effectively market your new tool before it’s shown to the public.

I would recommend using this for new website tools. For example, if you’re a business lender and you’ve developed a loan calculator, it might be a good idea to beta test it before releasing it to everyone.

For beta testing, you can either have visitors opt in to beta testing or alert any visitors that this element of your website is in beta testing. Once you decide who you’re going to beta test this feature with, give them an easy way to report errors and give feedback. It can be as simple as three smiley faces with a follow up question or a CTA saying Report an Error.

Then simply launch the tool and correct errors as people submit them. You can check Google Analytics to see whether people are using your tool for a long time to judge engagment too!

When you feel confident that people are using your tool and you don’t have any errors being submitted, you can fully launch!

Next Steps

Now that you’ve identified flaws, tested along the website development process and built an improved website, enjoy the benefits that will come via improved conversion rate, better user experience & less website adjustments needed in the future!

If you want to be sure that your new website generates more leads for your business, try incorporating some of the best practices in the FREE eBook “Turn Your Website Into A Lead Generation Machine”:

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7 AdWords Extensions You Should Utilize to Improve PPC Conversion Rate

Google_AdWords_Guide_PPC-1.jpgEvery AdWords advertiser wants more relevant clicks on their ads. The more relevant the click, the higher the chance that a visitor will convert into a lead and possibly a customer! If you’re looking to improve your PPC conversion rates by increasing your qualified clicks, one way to do this is to attach Ad Extensions on your AdWords campaigns.

What Are AdWords Extensions

When doing a Google search, you might see some ads take up more space than others. This is due to AdWords Extensions that give your ads the ability to display more information, therefore “extending” the length of your ad. When I search for “pizza near me”, two ads come up for Pizza Hut & Domino’s that both include extensions. Here’s what these ads look like with and without extensions:

adextensions.jpgSee how the ads with extensions provide more information and take up more space?

Why Use AdWord Extensions

Whether your ads are dominating paid search or need a little boost, ad extensions help in a variety of ways:

1) Better Click-Through-Rates

AdWords Extensions provide additional ways for searchers to learn more about your business and to interact with your ad. Searchers can make a phone call or go directly to the service page that they’re looking for from your ad/

2) Increased Visibility

Using Ad Extensions lets your ad take up more PPC real estate, making your ads stand out from the others. Just compare the ads with and without extensions above and you’ll see that the ads with extensions look more robust and informative than those without extensions.

3) Give Relevant Information at the Right Time

If a searcher wants to see a more specific page or specific information (such as reviews), AdWords Extensions can provide just that!

4) Gives a Better User Experience

Because you are giving a searcher more information about your business and services, they’ll have a better idea of what to expect when clicking on your ads.

5) No Added Charge, But More Valuable Clicks

If a searcher calls your business from your ad or clicks to a service page, you’re charged the same amount as if they clicked on your headline. Because the searcher is getting to the page / contact method they want, these clicks are often more valuable.

Extensions You Should Be Using

Now that you know what AdWords Extensions are and why you should be using them, let’s review 7 essential extensions you should be using:

1) Sitelink Extensions

Sitelinks allow advertisers to include up to four site links with their ad. Not only does this take up more PPC real estate and stand out from the other ads, but it gives a searcher the opportunity to find the page that is most relevant for them.

Sometimes these sitelink extensions will give a quick summary of the subpage which is particularly valuable for adding more call-to-actions and descriptions of your products / services.


2) Call Extensions

When a searcher comes across your ad (especially on a mobile device), you want to give them the option to call you. Call extensions incorporate your phone number into your ads so searchers don’t have to go to your website to find your phone number. They just click “call” and you have a conversion!


3) Structured Snippets

If your business offers different types of products or services, structured snippets are a perfect way to lay these out. You can talk about different styles of products, neighborhoods you serve, types of services, etc. in structured snippets.


4) Callout Extensions

Can’t find everything you want to say into two lines of Ad Copy? Use callout extensions to incorporate up to four messages in your ads. Callout extensions are great to use campaign wide so the same information appears on each ad, regardless of what your ad copy says.

If you want to let everyone know that your plumbing business has 40 years of experience, use a callout! If you want to announce your 24/7/365 customer service, use a callout! If you want a searcher to know about your speedy delivery, use a callout:


5) Location Extensions

If you own a business with multiple locations, you want to be able to show the right location to the right searcher. Location extensions add your address, phone number and business hours to your ad.

With 50% of mobile users visiting stores on the same day they do a Google search (Google), having your location in your ad is critical to showing searchers how close your business is to them!


6) Review Extensions

By using a third party to review your website, you can get feedback on your products & customer service to show up directly in your ad. Because reviews and testimonials are a large part of the decision process, having them on your ad can help a searcher make their decision much more easily.


7) Offer Extensions

One of Google’s newer extensions lets you add offers onto your ad. Not only can you offer more information about your business, but you’re incentivizing a searcher to do business with you. Instead of searching for offers in addition to searching for the right business, they can find everything in one ad!


Next Steps

Whether you’re already running an AdWords campaign or looking to improve one, try adding these AdWords Extensions. Be sure to test different wording to see which phrasing gets the most clicks!

If you’re thinking about adopting Google AdWords or would like more information on how AdWords can add value to your overall inbound marketing strategy, download this free eBook “Why Google AdWords Should Be Part of Your Inbound Marketing Strategy” today!

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