NDM Blog

Articles About SMB Inbound Marketing to Help You Get More Visible, Generate Traffic, Capture Leads and Convert Leads into Customers.

Tech Industry SEO: Get Found with these 5 Simple Tips

September 28, 2016 | by Fred Thompson | in Inbound Marketing


Executing tech industry SEO is crucial to getting found mainly because you’re competing against an enormous volume of information on the Internet. For example, searching for “tech industry” on Google returns a whopping 500+ million pages of content. That’s a lot.

The tech industry, like a few other industries (automobiles and real estate for example), suffers from information overload. Worse, Internet visitors are finding out that some of the content is good while much of it is junk. So if you going to get found, you’ll need to do tech industry SEO that will fish the kind of prospects you’re looking for out of the sea of all the other content that’s out there.

Since you’re going to either spend money or go the DYI route to ramp up your online presence, why not see a good return on that spend? Doing SEO the right way is one key to getting the positive marketing ROI you’d love to see.

Doing SEO according to best practices can create big wins because so many companies, even big ones like Ebay, according to Larry Kim of WordStream, are not are not using SEO best practices. So let’s do it right!

Tip #1: Keywords

For tech industry SEO, the greatest value you possibly could achieve will be by using keywords correctly. I’m going to show you how to leverage the power of keywords in an unconventional way. So ditch some of the things you’ve read already, ditch all your software including Google Analytics (say what?), and follow the steps that follow.

Good software like Hubspot’s keyword tool can be a great help, but you don’t have to start with any software to greatly improve your SEO—maybe even tenfold. Here’s how:

  1. Pick a long-tail keyword you’re trying to rank for. Obviously, the keyword needs to tie into what you’re trying to sell. Let’s use an example for a smartphone app development company. Posing as a potential lead, I Googled, “smartphone app development.” The SERPs returned 30 million results. Who cares because your valued customers are only going to click on the top three results on page one anyway.
  2. The top ranked result of my search was a blog article from Mashable entitled, “12 Essential Resources for Building a Killer Mobile App.” Fantastic. There’s your keyword: resources for building a (killer) mobile app. The word killer would be optional, but it added interest which is very good.

You’ve got your first keyword. Let’s use it.

Tip #2: Page Titles

Super simple here. Titles are important for several reasons:

  1. They attract visitors if they look interesting.
  2. They form part of the URL of your blog or web page, assuming you have URL-friendly web platform like WordPress or Hubspot’s COS.

Just pick your title and keep it under about 70 characters.

Tip #3: Content

Because there is so much thin content for tech industry SEO, you first need to decide that you’re not going to be in the business of adding to that mess on the Internet. You have challenge. Here’s how to overcome it:

  1. Write an original piece. Use your keyword, like the keyword example from Mashable above, "resources for building a killer mobile app." Incorporate the keyword 3-5 times in your article. Perhaps you’ve discovered some better resource than everyone else or
  2. You found the same resources but you are clarifying or repurposing the vast amount of information on the web into an article that’s more easily digestible.
  3. Remember that we’re now living in a world where people want information faster and faster. So maybe instead of an article, you create an infographic, a quick visualization of valuable information.

Make sure you write to educate your audience. I’ve written a lot about how to blog, so I don’t want to repeat myself here. Just keep your #1 best customer in mind when creating content.

Tip #4: Images

The realm of tech industry SEO benefits from good graphics because of the technical and aesthetic nature of the industry. If your products work well and look great, you win. But you'll need to communicate that. You’ll need images that are not just good, but very good. Use your images smartly. And use image “alt” tags to:

  • Describe your image. Search engines can’t see images so you’ll need to say what they’re about.
  • Add your keyword to the alt tag again, for searchability.

Tip #5: Links


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Construction Industry Trends: What Your Sales Process Should Look Like

September 26, 2016 | by Fred Thompson | in Construction Marketing


I help an NPO from time to time. A while ago I needed to consult with an attorney. I had gotten a good referral for an attorney who was located Boston; this was my first time calling him.

When I got to speak to him on the phone, I immediately got these impressions: This guy was no-holds-barred, I’ll bill you by the second not the minute, full-on, fully focused, full speed, and I play to win. Within 30 seconds, I understood all the reasons why I should hire him and all the reasons why I shouldn’t.

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How to Measure Social Media ROI for Professional Services Marketing

September 24, 2016 | by Fred Thompson | in Social Media

Revenue is the ultimate indicator of success for social media marketing for professional services, but depending on your sales cycle, it can be many months before you have closed customers from a social media campaign, making it difficult to measure. 

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Construction Company Marketing: 5 Steps to Fixing a Failed Blog

September 23, 2016 | by Fred Thompson | in Blogging

Has your construction company blog not been producing the traffic you want? If so, your blog may be broken. The reason for having a blog for construction company marketing in the first place should be to get more leads. But if your blog isn’t performing well, then you’re not going to get the leads and sales you want.

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Why You Need Hubspot's Growth-Driven Design for Professional Services

September 23, 2016 | by Fred Thompson | in Professional Services Marketing

In this article I’m comparing static website design with Hubspot's growth-driven design. A static website is what you’re used to. You know the game: You contract with a designer, decide what you want, write the content, and launch the site. Then what happens? Your new website sits there hoping it will help your business, and then a few years down the road, you painfully repeat the same process all over again. Professional services marketing is a process that should begin now and never end.

Growth-driven is different: To start, a Launchpad site is created, then it’s continually improved and updated—forever. We call it, “The last website you’ll ever need™.” (Or have to buy.)
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Why You Need Inbound Marketing Now and Not Later

August 22, 2016 | by Fred Thompson | in Inbound Marketing

Inbound marketing is a relatively new marketing methodology that attracts leads rather than pushes advertising at them. Inbound leverages the power of the Internet and intersects buyers where they are in their journey to find you and your products or services. Inbound is effective at every stage of the sales funnel.

According to recent data, inbound marketing is still a new concept to many individual companies, but it’s no longer a new trend—the principles are now well-entrenched. This year, you should have some sense of urgency to start doing inbound or to ramp up your tactics from your previous years’ engagements. 

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Construction Website Marketing: How to Target Multiple Keywords

August 19, 2016 | by Fred Thompson | in Construction Marketing

Of all the various aspects of SEO, I think the term, “keywords,” causes the most confusion. Remember when keywords weren't confusing? Back in the day you could list all relevant keywords in the footer of your website and be done with it. Today, that’s a “black hat trick.” Pull that stunt today, and the Google-bots will seek you out (that would be very bad for you).

Keywords are still among the most important actionable items for construction website marketing. Using your website to generate new leads and new customers is one of the best marketing tactics you can use today. And if you're planning to get your website to work for,
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Create Killer Landing Pages to Get Leads for Construction Companies

August 18, 2016 | by Fred Thompson | in Construction Marketing


While there is no such thing as the perfect landing page, there are key ingredients you can use to make your landing pages an award-winning recipe of success. Landing pages are a key element in a conversion path. A conversion path is a navigational route for visitors of your website to become leads. Conversion paths are a tactic of inbound marketing and are mission-critical to getting leads for construction companies.

A landing page contains many elements but its marketing purpose is to capture leads. A visitor becomes a lead at the point they fill out the form on your landing page. So the actionable goal of a landing page is get visitors to fill out your form. If this process sounds complicated, just visualize this:

  • Someone shows up and reads your blog.
  • They like it. Yay!
  • They head over to your landing page and see what else you’re offering.
  • They fill out a form to get your offer.

What separates a good landing page from a not so good one is measured by the page’s conversion rate: The number of visitors who fill out your form vs. the ones who simply view your page and then leave. So it’s logical that we’d want to create absolutely the best looking and most functional landing pages to maximize your visitors to leads conversion rate.

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Inbound Marketing for a General Contractor: Getting More Leads

August 16, 2016 | by Fred Thompson | in Professional Services Marketing

If you're attempting to grow your contracting business this year and haven't fully tapped into Internet marketing, you stand to win big. 

How do I know? Do a Google search for keywords that associate inbound with a general contractor business - nada. Since there isn't much going on, and you jump in, you stand to demolish your competition. Does that sound good?

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The 7 Essential Steps of Inbound Marketing for Construction Companies

August 15, 2016 | by Fred Thompson | in Construction Marketing

The purpose of this blog article is to show you what works for marketing for your construction company, and the seven necessary steps to make it work.

Why do Inbound? It works. The old playbook is broken. Interrupt marketing annoys more prospects than it attracts. Research shows that cost per lead with Inbound is a whopping 61% lower than with conventional marketing. You can choose to spend a lot of money on conventional advertising and (maybe) get some quick wins. But you’ve been doing that for years, right? Are you meeting your goals that way?

In a nutshell, Inbound marketing accomplishes two massive things:

Thing #1: When someone searches on Google, they find you.

Thing #2: When they find your website, they convert.

That’s it. Totally simple. That’s how you get leads from your website.

Let’s get some:

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Marketing a Log Homes Business Through the Internet

August 12, 2016 | by Fred Thompson | in Professional Services Marketing

According to the Dodge Data & Analytics report, the housing industry is set to grow by more than 10% in 2015. Of that percentage, specialty construction projects such as green homes and log homes will comprise a significant share of that percentage. 

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Construction Industry Trends: Proving ROI Through Marketing Metrics

July 14, 2016 | by Fred Thompson | in Professional Services Marketing, Construction Marketing

Proving ROI through marketing metrics is a huge trend in the construction industry because not being able to track ROI through marketing efforts is a huge pain point.

You know that generating leads through the Internet is the most affordable way to grow your business, right? But you're saying, "Show me some proof." I feel your pain; you've come to the right place.

The purpose of this article is:

  • Touch upon 3 the key on-line traffic generation methods.
  • Lay out the details of which marketing metrics can be tracked.
  • Show how those tracking metrics produce the proof of ROI.
  • Give you some questions to ask either of yourself, or of an agency, if you are hiring an agency to execute an inbound marketing strategy.
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