Monthly Archives: March 2014

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Two Wrongs Don’t Make a Right: Learn from Your Competitors’ Mistakes

They say imitation is the greatest form of flattery. And when it comes to marketing, many small- and mid-sized businesses are all too happy to imitate what their competitors are doing … which means they often wind up copying the mistakes, too.

Copying a marketing idea simply because you see someone else doing it is not a smart way to run a business. Borrowing ideas makes sense. But you need to know they’re winners before moving ahead with something similar. And that calls for some diligent monitoring.

Start systematically monitoring your competitors

Choose five key competitors (maybe even choose a different group each year), then “Like” their Facebook pages, follow their tweets, sign up for their mailings, subscribe to their customer newsletters, and regularly check their websites. In other words, act like an interested customer.

There are also online services that can help:

Sign up with Google.com/Alerts, and you’ll be notified via email whenever something new about a competitor appears on the Internet.
With WhosMailingWhat.com, you can see actual samples of your competitors marketing mailers, marketing email and more.
Use Moat.com to see the ads your competitors are placing on the Internet.

Separating the hits from the misses
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Keyword Stuffing: Learn What It Is, and How It Can Make Your Website a Winner

Google your business by name, and a link to your website will probably appear on the first page of the “search results.” No surprise there.

But now for the real test: What happens when you pretend you’re a prospective customer with no previous knowledge of your business, and you search for it using some common industry terms (e.g. “San Francisco real estate agent” or “best Seattle moving service.”)

Go ahead, give it a try.

Research continues to show that more than 75 percent of people searching the Internet for a business only look at the first two pages of Google results. If your website isn’t listed within the first three pages, you may as well be using invisible ink.

To make your website appear in prime territory, you need to start stuffing it with keywords.

What are keywords?

Keywords are the words people are most likely to type into a search engine (Google, Bing, etc.) to find a particular type of website/business.

Most keywords are nouns: industry names (“real estate”), types of service providers (“agent”), types of products (“home for sale”), etc.

What are long-tail keywords?
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Xpressdocs Gives Back: Habitat for Humanity

At Xpressdocs we are proud to participate in volunteer work and give back to our community. Most recently our company partnered with Habitat for Humanity to build houses for families in and around Fort Worth, Texas. The rewarding experience not only brought joy to the homeowners, but also brought smiles to the faces of everyone […]

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