Web-SEO Content & Consulting For Pet Industry Marketers
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Wildly Profitable Marketing for the Pet Industry
Finally — a how-to Marketing Success Guide for all pet and veterinary businesses. Co-written by PetCopywriter.com's Pam Foster.
PetCopywriter.com owner
Pam Foster is a SuccessWorks
Certified SEO Copywriter
Pet Internet Marketing: It’s a Dog Eat Blog world
February 22, 2012
A few blog posts ago, I talked about the incredible power and value of using a blog to market your pet business website. It really is true that blogs can move your web pages up in search results while also positioning you as a helpful guide in your business category.
That’s why I call it a “Dog Eat Blog” world. The pet businesses and veterinary practices that blog get more attention online (if they follow a few simple guidelines). And those who don’t… well… sell themselves short.
But don’t take my word for it.
Here are three strong reasons to look at blogging as a fantastic strategy for your pet business. (more…)
Quality Content Defined for Pet Internet Marketing
February 13, 2012
With the mission of helping you keep up with the challenging world of search engine optimization (SEO) and how pet web content works best today, I try to follow the latest guidelines, trends and events that make a big difference in search results.
Finding quality websites for searchers has always been the goal of Google and other search engines. But just what does “quality” mean?
Last year, several strides were taken to clamp down on “thin” pages that offered very little information, keyword-stuffed articles that offered nothing of value, and duplicate content you can find on dozens if not hundreds of websites. So one definition of quality has been “original, useful and highly relevant content,” which I talk about a lot.
Today I read this new definition of quality, and it helps clarify things for us further, to a point.
According to Google, “High quality content is content you can send to your child to learn something.”
Hmmm.
Here’s how I interpret that for pet-industry marketers, whether you’re marketing pet products, pet services, veterinary care, pet business consulting or anything else related to this industry. (more…)
For pet internet marketing success, write content for 1.
January 7, 2011
In part 3 of with my series of tips related to timeless marketing principles that worked 90 years ago, and still work today online…
here’s one of the simplest yet most powerful concepts from copywriting legend Claude Hopkins, from his book Scientific Advertising.
It may not be the first time you’ve heard of this web-content principle:
Focus your pet website content on 1 individual at a time. Speak to that person as if he or she is the only one looking at your website.
Back in 1923, Claude Hopkins offered this advice to marketers: “Don’t think of people in the mass. This gives you a blurred view.”
Based on his research, it’s better to focus on a single individual in your copywriting.
He said exactly, “Think of a typical individual who is likely to want what you sell. In everything, be guided by what you would do if you met the buyer face-to-face.”
I especially love that last part, because if you follow Claude’s advice, you’ll write web content that’s conversational, natural and personally inviting. This will help you grow your online business, one individual at a time.
Let me show you what I mean.
Without slamming any website in particular, we’ve all seen those horrendous headlines such as: “Dog bed buyers! We know what you like! Stop here for the latest trends at huge discounts! Save today!”
Now, if you owned a bricks-and-mortar shoe store and someone walked into your store, would you yell at the person like that? Would you speak to that individual as a group? (The correct answer is absolutely not.)
Instead, you’d probably say something like, “Great to see you again. Just wanted to let you know that all our dog beds are 60% off today. Let me know if you need help locating a size or style. I’ll be right here.”
This pet business website was written (by me) to speak to one individual at a time… the pet business owner who’s looking to grow their traffic and sales.
See the difference? So here’s your mission if you choose to accept it. Take a look at your website content and think about how it’s written.
Are the messages geared to one individual and how you can solve his or her needs? If not, it may be time for some editing to boost response (and sales) from your visitors.
Or, ask a professional web content writer (like me) to help you adjust your content for greater success in search engines and sales. 
Until next time,
Here’s to a clear and prosperous site!
Pam
PetCopywriter.com
Marketing your pet business with content in 2011
December 2, 2010
Today I’m featuring part of an important article from eMarketer Digital Intelligence. It’s only “open” to non-subscribers for a short time at this link: http://www.emarketer.com/Article.aspx?R=1008070. That’s why I’m passing some of it along in my blog.
I especially like the questions because they reflect my content-writing focus as a pet copywriter: how can your pet business use content to solve your prospect’s needs in a unique and engaging way?
“2011 Trends: Content Marketing Is Critical
Next year, marketers will need to rethink their approach to advertising and marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the interruption model of advertising, which consumers are responding to less and less.
Magnetic content can include anything created on behalf of a brand—be it an ad, YouTube video, online game, Facebook page, Twitter promo or mobile app—that consumers genuinely want to engage with and pass along to others. This content entertains, amuses, informs, serves a function or satisfies a consumer need.
Marketers should ask themselves five questions about the magnetic content they are seeking to create to determine whether it will be truly attractive to their audience:
- Is the content unique?
- Is the content useful?
- Is the content well executed?
- Is the content fun?
- Does the content make good use of the channel in which it appears (e.g., social, mobile, video)?”
It’s amazing how content marketing has become THE ongoing strategy for pet business success… whether you’re marketing to pet owners, veterinarians, retailers or another group.
What do you think about this? I’d love to hear what you think as it relates to your website and social media efforts.
Until next time, here’s to a prosperous site!
Cheers,
Pam
www.PetCopywriter.com
Make sure everyone can see your pet website content!
September 28, 2010
I rarely use exclamation points in my tips, but this topic is becoming a biggie because of changing technologies.
First, a little story. Last week, I was meeting with a pet Internet marketing client and I saw the Apple iPad up close for the first time. It was swell and I thought, how cool is this?
Until the client showed me how her doggie day care website appeared on it. Ouch.
A big portion of the text was invisible because the website was originally designed in Flash. So instead of seeing company information, there was a lovely orange box with nothing in it. No headline, no inviting messages, no nothing.
The iPad hasn’t been supporting Flash technology. And even though a September 10 Wall Street Journal article reported that Apple has “loosened its control over” mobile phone and iPad software development, millions of iPhone and iPad users will still not see sites using Flash.
I’ve seen this happen with search engines, too. If the text is all within a graphic block or in Flash, it can’t be “seen” very well by search engines. All the content that could potentially help with search rankings is invisible.
Yikes! This could become a huge problem if your competition’s web content is visible and yours isn’t.
What’s a web marketer to do? Here are 3 tips that may help: (more…)
Pet websites need an ongoing content strategy for search engines
September 1, 2010
What the heck is going on with search engines these days? You may not have heard, but dramatic recent trends could be giving your web page results a search smack-down.
For example, it used to be that pet-related website owners could expect a Google algorithm change every year or so. But in 2010, three major changes have already happened, with another 4 months to go. Plus Bing is now in charge of Yahoo search results.
People responsible for pet internet marketing success (perhaps even you) are suddenly seeing a recent slide in their page rankings and traffic as a result of these major developments:
- Google May Day: If your web pages use “boilerplate” text from manufacturers and others, they’re no longer considered quality pages. You need original content to stay in the rankings and attract prospects.
- Google Caffeine: This update brings new content into rankings much faster than before. If your competitors frequently use Twitter, blogs and other fresh updates, they may bump your position.
- Bing now powers Yahoo organic search results. If some of your best website customers come from Bing or Yahoo, you’ll need to watch how this shift changes your traffic patterns.
- Google Single Site Results: In August 2010, Google reported… “we’ve launched a change to our ranking algorithm that will make it much easier for users to find a large number of results from a single site.” Suddenly your competition can dominate the first 7 search results and bump you down.
- Competitive SEO (search engine optimization) and Other Updates: Your competition may be getting smarter about SEO and adding fresh or updated content to move up in Google and other search engine rankings.
- Video Marketing: Youtube is now the second largest search engine. If your competitors are using video to market their sites, their improved search rankings can bump you down.
So, what’s a marketer to do about these events — plus local tags, social media, personalization, and many other search engine changes?
It’s still possible to attract more prospects via Google, Bing and other search engines. You just need the right keyword search strategy and regular content updates.
The key to success now is fresh, original content updated regularly; at least once a month.
Without this type of ongoing strategy, your Google and other search engine rankings are certain to fade, opening the door for competitors to lure away your precious visitors.
Therefore… here are my three tips for marketing pet products online:
- Establish a keyword search strategy and check your keywords to see if anything has shifted over time. You may discover that your primary keywords are no longer as relevant or competitive as they were when you last researched them.
- Regularly post original or updated content to reflect what your primary audience is looking for. A useful strategy is to post a new article, press release, special promotion, product page, blog or other content as often as possible. Make sure it’s content your audience will appreciate! If you sell products on your site that are also sold elsewhere, make sure your product descriptions are unique from the other sites’ descriptions… in time for the upcoming power-shopping season.
- Measure your search results each month, at least for your top “money-pages”. You can use your web host traffic logs and/or Google Analytics to find out who’s coming to your site via search engines, and which keywords they’re using. Also check your web page results when typing certain relevant phrases into Google, Bing, Ask, etc.
Of course, if you’re not sure how to do these things effectively, contact me for assistance.
Until next time,
Here’s to a clear and prosperous site!
Pam Foster
PetCopywriter.com
P.S. Introducing an exciting new program from PetCopywriter.com, a division of ContentClear Marketing: If you’re too busy to stay on top of your web content updates, or you’re not sure how to take control of your search destiny, let me do it for you! Ask me about my monthly Strategic Search Content Update Packages.
"i-Vertise" your pet internet marketing efforts to find more web customers…
July 12, 2010
if the content works.
Advertising legend Stan Rapp was recently featured in a YouTube video that captured his speech about the death of advertising.
Take a moment to watch it. Stan makes a terrific point.
He says that smart, thriving companies are shifting from advertising to “i-Vertising” — which means that all marketing efforts must include a web address; they must drive customers to a website (whether you’re marketing to pet owners, pet businesses, or veterinarians).
In his view, companies that aren’t doing this are missing the point and probably wasting their money. Shockingly, many of the biggest advertisers are not i-Vertising!
The one thing Stan doesn’t talk about in his speech is the quality of the website itself.
Perhaps he assumes that all companies have clear, customer-focused websites where the messages and information structure drive sales and happiness.
I’m not so sure about that.
Yes, we all know that it’s critical to have a website… and it’s certainly true that every type of marketing material should include a web address — from packaging and business cards to print ads and TV commercials.
But what happens when all those efforts bring throngs of potential buyers to your website?
One of two things usually happens.
People arrive and are thoroughly delighted. They find what they need and they buy something or become a great business lead. Woo-hoo!
Wouldn’t it be great if this always happened? Sometimes it actually does.
However, here’s the more common scenario.
People arrive at the website, become confused or bored, and leave.
This often happens because:
a) The website doesn’t reflect the main promise or key point of the marketing piece. Instead, it’s a busy, distracting website with too many options, pop-ups, invitations, or disconnected messages…
and/or
b) The website is just plain boring, stuffy and “us”-centric. It’s all about the company and “how great we are.” It doesn’t offer an exciting benefit or call-to-action to the visitor. It makes you snore with your eyes open.
Before spending another dime on driving people to your website, make sure your website really rocks when it comes to pleasing visitors. If you’re not sure that it does, you can conduct a site content audit to see what works, what doesn’t and how to capitalize on every opportunity for improvement.
Until next time,
Here’s to a clear and prosperous site!
Pam Foster
PetCopywriter.com
Vote for your favorite website that's marketing to pet owners, or even to pet businesses!
June 15, 2010
Hi there,
I’m conducting an informal survey and would love your input. Please tell me which pet-related website you love… and why. You can name one site or several — your choice. Please provide the web address/URL too.
What makes it a great site? Is it the…
- User-friendliness?
- Quality of info provided?
- Products or services offered?
- Fun colors and branding?
- Value it offers you?
- Easy buying process?
Please do vote — I really appreciate it. I’ll be using this information in an upcoming study about pet internet marketing that works.
Until then,
Here’s to a clear and prosperous website!
Pam Foster
PetCopywriter.com
Another testimonial tip for pet internet marketing: be sure to follow the new FTC Testimonial Guides to stay out of trouble
May 27, 2010
One of my web clients asked me the other day, “Do I need to remove the wonderful testimonials from my website so I’m compliant with the new FTC Guides?”
Well, that’s a good question. Last fall’s release of the updated FTC’s Guides Concerning the Use of Endorsements and Testimonials in Advertising were designed to crack down on marketers who make outrageous claims to hook customers. (“Lose 10 pounds in a day” comes to mind.) But many reasonable folks are confused about how to comply with the new guidelines so they never have to worry about a problem with their web content.
I’ve been reading the FTC’s Guides, as well as several industry-expert blogs, and this is how I interpret the use of “genuine customer testimonials” that reflect a particular outcome of a product or service.
The following FTC example tells me you can use customer testimonials if they offer:
- A real and specific story of what the customer experienced by using your product or service under normal circumstances.
- Typical results that reflect what any customer of yours could experience. (The reported outcomes are not outlandish or atypical; promising the moon.)
See if you agree. Here’s the FTC language:
“Example 4: An advertisement for a weight-loss product features a formerly obese woman. She says in the ad, ‘Every day, I drank 2 WeightAway shakes, ate only raw vegetables, and exercised vigorously for six hours at the gym. By the end of six months, I had gone from 250 pounds to 140 pounds.’
The advertisement accurately describes the woman’s experience, and such a result is within the range that would be generally experienced by an extremely overweight individual who consumed WeightAway shakes, only ate raw vegetables, and exercised as the endorser did. Because the endorser clearly describes the limited and truly exceptional circumstances under which she achieved her results, the ad is not likely to convey that consumers who weigh substantially less or use WeightAway under less extreme circumstances will lose 110 pounds in six months. (If the advertisement simply says that the endorser lost 110 pounds in six months using WeightAway together with diet and exercise, however, this description would not adequately alert consumers to the truly remarkable circumstances leading to her weight loss.)”
If you interpret this as I do, then we can both consider it perfectly fine to include reasonable, rational and realistic testimonials in your web content as part of your pet marketing strategies.
But if you have a different interpretation, I’d enjoy hearing from you.
Until next time,
Here’s to a clear and prosperous site!
Pam
PetCopywriter.com
For the best pet website results — solid, fully optimized web content comes before social media
April 30, 2010
Clients are starting to ask me about using social media as part of their pet internet marketing strategy, with questions such as:
- “What’s the best approach?”
- “How do we get followers and fans?”
- “Does it really work?”
Quite often, my answer is the same because in my view, social media is one of many powerful ways to drive traffic to a website. It can be an excellent tool (among many) to help more people find what you have to offer.
BUT…
Is your website truly ready for all that social media traffic?
I often find that traffic isn’t necessarily an issue for my clients. It’s what happens when visitors arrive at the website.
If a website is confusing, difficult to use, not focused on the visitor’s needs, or not following good, solid sales copy conventions that turn lookers into buyers… pumping up the traffic volume won’t necessarily turn into more sales, email signups or subscribers.
First things first: do a reality check on your web content
As I’ve mentioned in most of my pet Web-SEO, the most effective web content… content that delights visitors and drives the responses you desire… is a clever blend of these primary elements (and these aren’t even my 5 C’s of Content That Works):
It’s clear: Visitors can tell right away what you do, what you offer, how you can help them and why they should buy from you.
It’s compelling: Visitors are attracted to your products and services, and stay on your site to get what they need.
It’s competitive: Visitors quickly understand that you’re the best option among many; the best choice for them.
It’s convenient: Visitors have no problem breezing through your website to find and purchase exactly what they need without a hitch.
It’s current: Visitors find relevant, helpful information that reflects their needs today.
If you’re not sure that your web content is up to snuff when it comes to these core aspects, you may want to invest in a strategic Site Audit to review your content, identify strengths and weaknesses, and pinpoint opportunities to improve its performance. (Let me know if you’re interested in a strategic Site Audit.) Or ask a few customers to review your site in one-on-one testing to see what they experience and where they stumble.
So my tip of the day is this: If your web content is in tip-top shape, social media is definitely worth looking into! (Just be sure your site is ready before you dive in and start driving more traffic to it.)
Until next time,
Here’s to a clear and prosperous site!
Pam
PetCopywriter.com
Posted in Pet Business,pet business blog,Pet internet marketing,Pet Website by PetCopywriter