Author : David Lomas

M3 Publishing > Articles by: David Lomas
27Jan
article marketing can help drive visits to your websiteHow can articles generate business for you?

How can articles generate business for you?

Articles on their own, may not be enough to generate business for you.

The articles need to sit as part of the route that your prospective customer can choose to follow, that will eventually lead to your front door.

I refer to this route as the ‘customer corridor’ and your articles will work better when they form part of this route.

Very simply, you need to create a number of simple steps for your prospects to take to reach you.
If at each point, your prospect is given some idea that you can still be helpful to him, then the next step is for you to offer them another piece of valuable information.

Thus drawing the customer closer to you.

Think of this as if you were laying a trail of breadcrumbs for them to follow.

The final document should contain a little more ‘in-depth’ information for the reader, which follows the theme of your initial article. Thus retaining the focus of your prospective customer on whatever caught his attention in the first place.

This ‘teaser’ document, as I sometimes call it, should contain information that your reader really wants to see and it should ideally be placed within your website – and hidden from view.

This, critically, will then allow you to offer this information to your reader, in exchange for his email address.

Thereby completing the customers’ ‘route’ to your door and more importantly, providing you with a method of measuring and converting your reader into a partly-qualified prospect.

For help with writing articles that generate business, please contact me via:  david @m3publishing.co.uk

David Lomas

Read More
27Jan
aim your article writing at people not GoogleHumans or Robots – Who are you writing for?

Humans or Robots – Who are you writing for?

Do you consider this a strange question?

It’s not really, if you understand how the internet works.

When writing content, I much prefer to communicate with ‘people’ rather than ‘search engines’.

If we follow the preachings of Google, and to survive on the internet, you need to pay attention, if not necessarily pay homage to them, we should be writing articles in a natural way.

Over the last 10 years I have seen the way Google has steadily been improving the way they respond to and in turn, value well-written content.

We have come a long way from all that heavily keyworded content, that in many cases made no sense whatsoever. These articles were written in many cases, to accommodate the requests of the search engines.

Things have improved from a Google perspective and good quality, informative content is now being deservedly recognised.

However, the majority of articles that I see on websites, that are written by ‘marketing or SEO agencies for ‘SEO purposes’ are dull and uninspiring, to say the least.

Grammatically, they may be well written, and I am sure that they contain the relevant keywords and phrases that will no doubt attract the search engines.

But from a customers perspective, they are as dull as dishwater.

Who cares? you may ask.

Well as website owners, we all should…

Why is it important to have ‘engaging content’?

Well, when you consider that, next to ‘unique & relevant content’, the most important factor that Google can measure on your website is ‘popularity’, then you may need to re-assess your content strategy.

I recently looked at one particular business who was paying an SEO agency for around 25+ articles each month – to be published on their website.

On the face of it, this is what the search engines wanted to see.

But when I looked at how many of these articles were actually being ‘shared’ by web visitors, the results were very disappointing.

From a count of say 50 articles, I only found a dozen of them had actually been ‘shared’ on social media and none of them more than 5 times!

When you realise that Google’s method of measuring the popularity or ‘value’ of a website is in the number of times ‘others share their content’, this is therefore a content strategy that is having a negative influence on their rankings.

The content was nicely written, but, frankly, it was dull.

So, if you are going to get your content written by others, ensure that they aim it at us humans and not just at the internet spiders.

Otherwise, enjoy your writing!

For help with using engaging content to gain the attention of your chosen target audience, please contact me via:  david @m3publishing.co.uk

David Lomas

Read More
4Nov
Baker Tilly host M3 Connections event for business owners and directorsBaker Tilly hosts successful M3 Connections Event

Baker Tilly hosts successful M3 Connections Event

M3 Media Publishing recently held another of their very popular M3 Connections events at the recently-opened offices of  their strategic partners, Baker Tilly in Preston.

Guests were entertained by both David Lomas of M3 Media Group and well known speaker, Andrew Thorp* from Mojo Your Business who conducted a workshop around the question: ‘How do we find the pain in our prospects business – in order to be able to understand how to position our own offering?’

This question was put to the directors and business owners in the usual discussion-style presentation which David and Andrew like to use, in order to stimulate thoughts from the room and to encourage good audience participation.

The guests then start and quickly develop their individual discussions within small groups, made up of their fellow guests sitting at each table.

During these discussions, guests are able to learn much more about their fellow business leaders and the different issues that they face and as a result, make valuable connections.

This relaxed yet informative environment is condusive to forming great relationships with other businesses and plenty of valuable introductions were made on the night.

If you are a director or business owner and wish to be invited to one of these events, please let us know.

David Lomas
M3 Media Publishing

A word about our speaker…

Andrew Thorp speaks about Storytelling*A graduate of Manchester University, Andrew Thorp is a professional speaker and a communication skills trainer.

He is a co-founder of MojoLife and plays a key role in its leadership.

Andrew spent many years in the golf & leisure industry as a referee, tournament organiser, marketing manager and journalist.

Find out more about Andrew at Mojo Your Business

Read More
20Sep
suffer pain when building your business and learn from itGrowing Your Business – Why you should enjoy the pain

Growing Your Business – Why you should enjoy the pain

Growing business should always be a painful process.If it was too easy, then everyone would be doing it and that wouldn’t work out very well at all.

I think to be successful, we expect to suffer in some way, but some of use actually enjoy this pain, especially when it’s not our own…

The simple question ‘why?’ will no doubt produce a varied selection of answers.

As business owners, we can’t be expert at everything, and if the truth be known, we probably don’t all want to be.

A technician who needs to promote his business may wish he had better sales ability, but really, deep down, he’s probably happier working with his equipment and his calculations, than standing in front of an audience presenting his products or motivating his sales team.

Bill Gates, who founded Microsoft is one example of someone with technical and organisational talents. He understood about technology but needed someone to help him grow. He will have quickly identified this as an area in which he would struggle and took on the right people to handle the challenge.

He effectively recognised where his pain would be and dealt with it, before it affected his growth plans. He not only recognised the need to act fast but dealt with the issue in advance. That is the sign of a great thinker.

learn about pain in your customers business in order to help themMost businesses that I talk with, suffer pain when it comes to acquiring customers or generating sales.

In essence, their pain comes when trying to market their business as their skill sets are stronger in the more fundamental areas of their business.

I come across many owners that can’t make a decision about marketing – This is understandable, because they don’t always have expertise in that area, and with so many options available nowadays, they can’t be expected to understand enough about every aspect of social media, marketing and communication.

A sensible business will turn to an expert to help them in certain areas where they are not as competent.

When it comes to moving your business forward through marketing, you need to be quick and decisive, or others will pass you by and you may end up playing ‘catch up’ with your competitors!

Marketing Success is in finding your customers’ pain.

A simple tip when compiling your marketing strategy, is to focus on the pain that your customers are feeling – and then focusing your efforts on questioning them about how it affects their business.

If you can then offer them a workable and measureable solution, you will get the maximum attention from your prospect.

In today’s ‘pull marketing’ world, this is a strategy that fits beautifully with the way that consumers behave.

Bill Gates again is the perfect example of the businessman who recognised the ‘pain’ that other businesses were suffering with data management and flexibility of access and he offered a solution for their problem.

…and I think it worked out OK for Bill.

So, if you want to be more effective in growing your business, let us show you how to use your customer’s pain to get you more business.

David Lomas

For Pain Relief, please contact M3 Media Publishing contact david@m3publishing.co.uk

Read More
11Jul
spread your stories using social media as part of a content marketing campaignContent-sharing – How can you benefit from it?

Content-sharing – How can you benefit from it?

Sending or sharing good quality content with your audience makes perfect sense to me. We all need to give out a valuable message first, in order to subsequently attract and then engage with our target audience.

This is true in other ways of communication, when, for example, we may be giving a speech. If we start by talking about something that is relevant and ‘of real value’ to our audience, then maybe, we let them know we could have some answers to their challenges. Your audience are then immediately engaged with what you are saying and will hopefully pay attention to you.

The information does not need to be about our own products or services and in fact it only works if you talk about something OTHER than yourself. This is exactly the same with your social media activity.

Google likes valuable, well-written content 

It is important that what we push out to our contacts via social media has value to THEM and is not just a sales message about our products and services. I am sure most of you will agree that we see too much of that already.

In this digital and social media world, sharing valuable information with others is the critical first stage of engagement. If this content is relevant to your audience, it will help you to initially connect with them and at some stage they will hopefully want to hear more from you.

One clever way of starting this engagement process is to have a ready supply of good quality content, ready-prepared. You can then use this content as part of your strategy to attract your target audience.

How to raise your social influence by ‘sharing content’.

M3 Content Marketing Programme enables you to boost your social media profile by providing you with well-written and engaging articles that you can share and tweet through your social media forums and groups. The articles they share with you are all professionally written by their team of journalists and will each be relevant to a particular sector.

These articles are published across a portfolio of professionally-managed blogs and higher Page-ranked websites, and can then be shared by you through your social media forums – thus boosting your activity and raising your profile and influence.

M3 Media Publishing can show you ways of including articles about you in this content in order to not only raise your profile, position you as an expert but actually generate leads and connections for your business.

The main sectors in which M3 presently provide content are:

Property & Construction
HR & Recruitment
Business Expertise
Marketing & Communications
Retirement Sector
Exporting

If you want to join our content distribution programme email us at:-   info@ m3publishing.co.uk detailing the sectors in which you prefer to receive content.

Read More
17Feb
Connections event at Pareto proves successful

Connections event at Pareto proves successful

M3 Media Publishing run networking for directors at Pareto Law Tuesday 14th January welcomed over 40 guests to the latest M3 Connections Event, held in partnership with Pareto at their Head Office in Wilmslow.

These regular events are designed to bring together business leaders from across the North West to promote the exchange of business contacts and referrals.

Guest speaker was Andrew Thorp, who is the co-founder of Manchester-based Mojo Your Business. Andrew held an interactive workshop, delivering insights on ‘Creating a Connected Business’.

Showing how we can all use story-telling as a tool for building rapport and for engaging employees, Andrew explored the power and impact of combining the macro, or bigger picture, with the micro, or more specific details of each story.

The highly engaging presentation saw attendees then work in individual groups to come up with their own suggestions for stories, before a number of them shared theirs with the room as a whole.

Introduced and concluded by David Lomas of M3 Media Publishing, the presentation also welcomed questions from delegates, promoting interaction and continuing discussion throughout.

The evening concluded with drinks and informal networking amongst attendees, hosted in Pareto’s lounge reception.

Pareto Marketing Director Paul Drew commented. “These events are a unique and valuable tool for local businesses to build a base of contacts in their region, with representatives attending from a range of industry backgrounds and organisations”.

David Lomas added “We were extremely pleased with the whole event and the reaction from so many of the attendees, who commented on how many valuable connections they made on the night. We look forward to our next event here at Pareto on March 11th”

Read More
12Dec
Have you set out your Customer Corridor?

Have you set out your Customer Corridor?

Customer Corridor from David Lomas at M3 MediaImagine a prospective customer walking down your ‘customer corridor’ to reach your office for your first meeting.

Your office is carefully positioned right at the far end of this potentially valuable customer corridor.

This is to ensure that you have some influence over them when they arrive. (Not dis-similar to how the supermarkets work – getting you to follow a carefully-planned route around their stores).

On the way along this customer corridor, your prospects are enticed to follow your route where they will pass by a selection of subtle images and messages about YOU.

These written an visual messages can be highlighting the advice you have been giving to other customers, in turn letting these prospects know about the things that YOU understand about THEIR business issues and THEIR sector.

Maybe picturing the ways other businesses, just like his, have benefited from your help and guidance in the past.

By the time he gets to your office, how do you think he now may be feeling about meeting you?

This is pure ‘Influencing’ not selling, and it works very effectively. Even more so if these messages can come from a 3rd party – which is a subtle form of endorsement – Creating a very powerful content strategy for your business.

I refer to my concept of ‘attracting customers via internet and social media’ as laying a trail of ‘Digital Breadcrumbs’.

How can It improve my sales conversion?

Well, ask yourself these questions…

How, after travelling along your carefully-designed corridor, may the picture of what you do, have improved in the mind of your prospect?

He should now know much more about you; and he thinks that he (or she) did this all by himself – he does not feel coerced.

How much better are your chances of now getting that sale?

Quite a bit I would think.

The more we know about someone’s business and behaviour, the more confident we are – and more likely to make a sales decision.

Nowadays, 67% of the information customers gain about you, is found by them, BEFORE they even make contact with you!

Why not take a look at how you can make content work for your business?

Call me David Lomas on 08450 519374

You may wish to read more on this subject of attracting customers on my blog www.letstalksocialmedia.co.uk

Read More
12Dec
M3 event partnership proves good for Pareto

M3 event partnership proves good for Pareto

m3eventcharlotte&karenThe 12th of November recently saw Pareto Law partner media publishing experts M3 Publishing to deliver their bespoke ‘Connections’ event, held at the Pareto head office in Wilmslow.

A presentation from Senior Sales Training Consultant Steve Lowndes, from Pareto, focused upon the importance of sales training and development in business.

Steve outlined the Pareto offering as the Uk’s foremost and leading Graduate sales recruitment and training operation.

Two other presenters contributed to what was a vibrant evening, with some fascinating discussions taking place afterwards over the refreshments.

This joint venture drew business leaders from 23 different organisations across the Greater Manchester area for an evening of presentations, discussion and networking with great success.

Would you like an invite to one of our Connections events for directors and business owners?

If you are a business owner or director and you would like to meet like-minded entrepreneurs at one of our other invitation-only events in either Manchester, Preston or Liverpool, held in conjunction with Baker Tilly, please contact david@m3publishing.co.uk

To see a more extensive report and photographs from the Pareto Connections event on their own website, please CLICK HERE

Read More
13Oct
What do you know about ‘Hummingbird’ and how it affects you?

What do you know about ‘Hummingbird’ and how it affects you?

algorithm from Google reads your contentGoogle recently implemented their latest and most powerful search algorithm, ‘Hummingbird’.

What a great name, and a great way of catching our attention.

Named ‘Hummingbird’ because it deals with both ‘speed’ and ‘precision’, it was introduced around the beginning of September and its’ intention is that it will improve the relevance of Google’s search results – particularly for longer, multi-word queries.

Nowadays, consumers, whether they are in business or domestic consumers, behave differently. We all as consumers, have so much more confidence in Google as a search engine that we trust to get accurate results.

This is what Google want – To find, as accurately as possible, the exact information for which you are searching.

This leads people to enter much more complex search queries into the Google website.

So rather than searching for car servicing, the customer now may request something far more specific to their particular needs, like ‘Mercedes recommended oil brand CL500’ – effectively asking for exactly what they want to know about.

This means that your business has to work to attract a much more targeted customer, by using what we call ‘long-tail keywords’.

It is all getting a bit complicated but the end result, in my opinion, is that hummingbird will help you cut through wasted enquiries and find the customers that you can really want to help.

Read my full article here at LetsTalkSocialMedia.co.uk

David Lomas

Read More
11Oct
Social Media Success Story – Jonathan Cornes from JC Associates – Building Surveyors

Social Media Success Story – Jonathan Cornes from JC Associates – Building Surveyors

socialmediaapprovedby Jonathan Cornes, Surveyor

I posted on twitter a couple of days ago, asking if anybody knew a land surveyor to do an urgent job in the Stoke on Trent area.

Within 5 minutes I had three responses; one of which referred me to a land surveying company called Blueplan in Derby.

I called them straight away, they knew I had enquired about them and acknowledged me as an existing customer.

I thought that was brilliant, and I aim to be just as efficient!

I sent them the details for the job. They sent me a quote within 15 minutes and I issued the instruction 15 minutes later!!!

Social Media working at its’ best.

Jonathan Cornes has been a contributor to Property Aspects Magazine. Find him at www.jcassociates.co.uk

Read More