Finding and Using Influencers

Imagine that I own a company which makes ice cream. If I told you that I make the most wonderful ice cream in the world, you’d probably have some doubts about the objectivity of that opinion. If several complete strangers told you that I make the best ice cream in the world, you’d be more inclined to believe them. If Ben & Jerry—two authorities on the subject—told you that I make the best ice cream in the world, that opinion would be very believable. In that scenario, Ben & Jerry are authoritative opinion influencers.



Identifying Reliable Content Sources

In 1996, Bill Gates uttered the oft-repeated phrase, “Content is king.” In the 20 years since, the web has expanded from about 100,000 websites to approximately one billion sites today. With all that information—and misinformation—it’s important that you have a strategy to ensure that the content on your website is from reliable sources.



Soft Spot to Land: Optimizing Landing Pages

They say time flies and that’s especially true when it comes to the amount of time you have to connect with someone who arrives at your website’s landing page. The opportunity to grab a visitor’s attention lasts for 2-5 seconds before they go elsewhere, perhaps to your competitor’s website. That’s why it’s so important to create a landing page which grabs attention and keeps it.