Before Pioneer Marketing Strategist & Founder of Imperatives LLC Scottt Glatstein started submitting articles, the only online exposure he had was his own website. A Google search term for his name only returned 8 hits. Two of the 8 hits were for his cousin. None of these hits linked back to Imperative's website. And they were all unrelated to his current business.
By the end of the second article submission, a Google search for "Scott Glatstein" yielded over 2,000 hits. A Google search for "imperatives" returned the website in the #6 position on page one.
I'd say this is a huge success to get excited about!
But guess what?
When I told Scott about this success, I didn't get the emotional response I was expecting.
Why?
Because, he understood this concept…
Article Marketing is Not Just About Gaining Link Popularity
You will automatically get links when writing and submitting articles. The increased search engine optimization is a bonus. But links don't put money in your pocket. So it should not be your top priority.
Article marketing is about getting the right messages to the right audiences and delivering measurable results that absolutely, positively impacts your bottom line. Scott understood this and that's why he didn't get excited about his article marketing results until: - He saw his articles on top online publications his audience is reading such as CEO Refresher, CEO Online, and Chief Marketer.com
- His website traffic quadrupled
- He started getting targeted leads from all over the globe (including Australia and the Kingdom of Tonga)
That's when Scott jumped up and down with excitement. You should have heard the excitement in his voice when he called to thank me.
Here's How You Too Can Get the Right Messages to the Right Audiences That Will Positively Affect Your Bottom Line:
1. Identify your audience in the headline, within the article, and in your bio box. Not only will this help you identify your audience, but it will also help you get published more. For example, if I didn't change Jill Lublin's title from: "Networking: Connecting is the Key to Magical Networking" to "Networking for Women Entrepreneurs: Connecting is the Key to Magical Networking", her article would never have been published by a new women entrepreneur publication. Most likely, they would have skipped right over the article, because they would have never of know that the article was perfect for their audience without taking the time to read the complete article. Something, most publishers don't have time for.
2. Tell a story within your article that your audience can easily relate to. This will help you identify your audience and connect with them. At the Yanik Silver Underground Online Seminar that I attended, legendary copywriter, Ted Nicholas spoke a lot about telling stories within your advertisements, and direct mail copy. It helps you spark an emotional response and manipulate your audience to buy your books, products or services. You must do this with your articles as well.
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