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Posts Tagged ‘search engine’

Three Steps to More Sales Comparisons Help or Harm You in Marketing and Sales

August 1st, 2014 No comments

Let's be really basic and candid. People make comparisons. It is part of what we are and do; we compare people, products, services, entertainment, food, politics, religion. You name it, and people make comparisons on it.

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Photo Credit – WikiCommons.

We also tend to 'judge' or 'discern.' Labels are not just something on a can or jar. Politicians, actors, workers, companies, sales people, specific news or trade media, consultants, experts, products or services…so much of what we think about gets 'labeled.'

We either define ourselves or we allow others to define us. But if we let others define us, how do we re-label, re-define or re-brand? Vivid comparisons are part of the equation.

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Moore, OK and nearby area tornado damage 2013.

Tornadoes, hurricanes and high winds are subjects manufactured housing takes it on the chin for daily in the minds of those who consider housing options. 'Gee, I'd love the price-point of a manufactured home, but they are blown away by the first strong wind.'

Really? Who says? Was the right information provided so a more accurate comparison could be made?

Learning how to address the tornado-hurricane-high-winds-topic the correct way is huge. Frankly, a big element is about making the correct comparisons. See the side by side photo above.

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We showed this screen capture from Google Images on the Masthead Blog earlier this week. Every picture but the last one above came from either this MHProNews site or our new public-image-education-focused sister site, MHLivingNews.com.

Notice how we make comparisons?

The far more expensive site built house is losing its roof, while the lowest priced new manufactured home in that market is seeing a bit of skirting flapping.

The site built roof failed because the roof tore away, but on the manufactured home where the roof pulled loose it was because of an improper add on, which tore away first and that pulled the roof off the home like a giant para-sail.

FYI, NBC reported that it's add-ons which – in a post-storm study – where responsible for 80% of the home severely damaged or destroyed. The MH's would have been okay, had the add-on been done properly, or had it not been there at all.

No one wants to be caught in a tornado or hurricane. Look again at the top two photos. If you had to be in one of those flattened houses or the manufactured home which rolled over – and neither one had a basement – which would you rather be in? The decimated site built houses, or the manufactured home that got rolled, but is structurally so durable it's mostly intact?

Enlightened Self Interest! A Voluntary "Mutual Benefit Society"

There are reasons why you should want to send your customers, your shoppers and everyone you know to ManufacturedHomeLivingNews.com. There, we are gathering and telling the good news about manufactured homes. We are debunking the myths, or outdated stereotypes. When you and your team know that site backwards and forwards, and then use it at the right time with customers, you will sell more homes. It's a no-brainer.

Three Steps to Your Organization's or Career's Advancement

1) Daily reading. Not just you, but your all of your team mates too. Don't think 'they aren't smart enough,' or 'they aren't motivated enough.' Peopleignorance-costs-knowledge-pays-cutting-edge-blog-mhmsm-com- want to take pride in their work! What they don't know, will cost you money. Period.

A minimum of 15 minutes daily here, and no less than 7 minutes a day on ManufacturedHomeLivingNews.com, will at the end of a year be proven to advance your results and profits. Invest more time, if possible!

On our public site, you should read articles and view videos a number of times, once today, again in a week, etc. Why? So that when a topic comes up, you know immediately which story or stories to go to with your prospect or customers.

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RSS feed symbol.

2) RSS and links speed your success. We love links, and you should want to give them! We already have very good search engine positioning, but YOU want us to have the BEST possible, every time. Why? You want ManufacturedHomeLivingNews.com to come up in a home shopper search. You want your customers 'pre-sold' or mostly sold. We don't sell houses, we tell stories. We let YOU sell houses!

    An RSS feed to ManufacturedHomeLivingNews.com is important to YOUR sales. We are the industry's best public image and education site. See this Masthead for examples of how an RSS feed can boost your site performance too.

    money-bag-wikicommons-cutting-edge-blog-mhmsm-com-

    Unlock the money bag.
    Comparisons and the 3 Steps suggested
    can help.

    3) Invest Your Money Wisely! One and two above are "free." This one is about where you spend or invest your dollars. When you realize that you need:

      • Marketing
      • Sales training
      • Consulting
      • Website upgrades or a new website
      • Research or copy writing
      • Videos
      • Advertising…

      When you have a need, turn to us or to one of our writers or sponsors. When we win, we can do more. When you win, we win too. Think of this as a voluntary Mutual Benefit Society.

      Let's close with a request that you share via your social networking – Facebook, Twitter, LinkedIn, etc. AND by email this link below. It puts idea #1 above in action.

      http://manufacturedhomelivingnews.com/nbc-news-today-show-manufactured-home-performs-better-than-conventional-housing-construction-in-ibhs-hurricane-wind-tests/

      Then go to Reddit, sign in and comment on this link!

      http://www.reddit.com/r/todayilearned/comments/2c6ey1/todays_manufactured_housing_is_not_your/

      Reddit gets millions of visits. The higher that link goes, the more people will discover the truth about MH and will decide to buy. What goes around, will come around to you.

      So please do your part to make this go viral!

      Speaking of Linkedin, my thanks to all who connect with me on LinkedIn, provide an endorsement and share good words about our work to others.

      When you support our sponsors and support us, we are more able to benefit you. It really is that simple. There are a lot of fine industry sites out there, but the thousand of pros who come here daily make us realize that we compare well to anything else remotely like us. Hey, that's a comparison too…##

      L. A. "Tony" KovachL. A. 'Tony' Kovach ManufacturedHomeLivingNews.com | MHProNews.com | Business and Public Marketing & Ads: B2B | B2C Websites, Contract Marketing & Sales Training, Consulting, Speaking: MHC-MD.com | LATonyKovach.com | Office 863-213-4090 Connect on LinkedIN: http://www.linkedin.com/in/latonykovach 

      Content Marketing World!

      May 4th, 2014 No comments

      We've quoted Sunshine Homes President, John Bostick's memorable saying, “Easy doesn't pay well.” There may be 'easier' ways to market, if you have a big budget than using 'content marketing.' But content marketing has tremendous advantages when it comes to getting organic Search Engine Optimization (SEO). So we have been believers in Content Marketing for years.

      Did you know?

      content-marketing-world-ad-cleveland-ohio-airport-terminal-cutting-edge-marketing-sales-blog-mhpronews-comContent Marketing is so big, they have their own events. In a recent trip to Cleveland OH, I couldn't help but notice the banner ad which promoted their upcoming Content Marketing World event.

      What is Content Marketing?

      The Content Marketing Institute uses the following definition:

      Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

      Let's be candid. Industry News, Tips and Views Pros can Use can be seen as a form of content marketing, just as Fox News, MSNBC or other media platforms are a way of attracting certain target audience.

      In our case, the content we deliver here on MHProNews.com is specifically designed information for the manufactured housing professional, investor or other aficionados or experts keen on our topics.

      Does that mean that the news and views are not real? Not at all! In fact, it is precisely because we share relevant information on MHProNews.com that you and thousands more like you log on daily here. The featured articles on our home page often provide business building tips, inspiration or more.

      One example is our website builder/designer, Joe Karn's, who this month sounded off on Creating Marketing Plan.

      How can YOU Use Content Marketing?

      If you have a website, you should be keen to create relevant content for your target audience!

      Did You Know?

      Did you know that some websites are better than others at maximizing the SEO power of content marketing? It's true!

      For example, there are some 'freebie' websites out there that better for them then they are for you. When you consider the value ofmens_brown_derby_leather_shoes-wiki-commons-posted-cutting-edge-marketing-sales-blog-mhpronews-com your time, you don't want to waste time on a website that could cost you in the algorithms that Google, YouTube, Yahoo or Bing use to decide what ranks higher in an unpaid or 'organic' search result.

      Put Yourself in Your Target Audience's Shoes

      woman's-red_shoes-wikicommons-posted-cutting-edge-marketing-sales-blog-mhpronews-comBefore you type the first word or take the first photo, or create the first video, think about your desired target audience. Is what you plan to share of value or interest to them? Once you can formulate a message that is meaningful to your target audience, then you are on the path to good content marketing.

      For example, our target audience are the MHPros and investors. What do they need to know?

      Legal topics –

       

      Marketing/Sales – Brad Nelms, Joe Karns, Scott Stroud, Tim Connor, LA Tony Kovach and more.

      featured-articles-mhpronews-home-page-cutting-edge-marketing-sales-management-blogCruise the home page, center column, and you'll see the featured articles for this month on topics ranging from events, interviews, management and more. See the graphic from our home page, to see where the featured articles are every month.

      Remember, content marketing isn't just using key words to 'trick' a search engine or reader into coming. The idea is to provide REAL Value to the reader, so they will keep coming back!

      Certainly, there is more to content marketing than what's noted here, but that's why people charge the bucks for attending the seminars at Content Marketing World.

      Think about your target audience(s), and try to provide not just content, but routine content that is of relevance to them. Then, get that message in front of that audience. When you do, over time, you will build an ever larger – and given quality, a loyal – audience that is a win-win for the audience and you too. ##

      (Image credits – Content Marketing World = MHProNews.com, Shoes = Wikicommons)

      L. A. "Tony" KovachL. A. 'Tony' Kovach ManufacturedHomeLivingNews.com | MHProNews.com | Business and Public Marketing & Ads: B2B | B2C Websites, Contract Marketing & Sales Training, Consulting, Speaking: MHC-MD.com | LATonyKovach.com | Office 863-213-4090 Connect on LinkedIN: http://www.linkedin.com/in/latonykovach 

      The Power of Video for MH!

      February 14th, 2014 No comments

      StatSpotting cites Cisco as saying that by 2011, half of all traffic on line was video. Half! The second biggest search engine behind Google isn't Yahoo or Bing, it's YouTube! Our industry certainly uses video, which is good. The use ranges from pretty ragged, to some that is top notch.

      Like many of you, we've done some low-tech video YouTube, some of which has had impressive results.

      Manufactued-home-hit-by-tornado-mhpronews-com-views.png

      http://manufacturedhomelivingnews.com/dramatic-video-of-a-manufactured-home-hit-by-a-tornado-and-high-winds/

      Since we partnered with ManufacturedHomes.com, who has an entire department that does video and other marketing/branding/CRM functions, we've done some new videos that have turned heads. They do a top job on production work.

      But don't take my word for it, see this video as an example of what they do.

      Worth More Than a 1000 Words

      If a picture is worth a thousand words – and we believe in using lots of good quality photos and graphics in marketing and sales – then a good video is worth many times that proverbial 1000 words!

      We blog and write about the value of going to events like the recent Louisville Show, or the upcoming Tunica Show or MHI/NCC Congress and Expo. That has value and is proven to attract professionals to the events.

      But for those who need 'something more' to 'imagine' why it is good to go to a live event, videos can be a powerful tool.

      The same is true for marketing and selling homes.

       

      Imagine doing something like the above to market your homes!

      Let's close by inviting you to attend our FREE 'Dominate your local market' seminar at the Tunica Show. We will be in booth 13H, right be the seminar room. A similar presentation was packed at Louisville. Don't miss it. Please check it out, along with all of the other great, free business building educational sessions, linked here.

      When you think marketing, today, think and do at least some video. It can pay rich dividends as part of a robust marketing mix! ##

      L. A. "Tony" KovachL. A. 'Tony' Kovach
      ManufacturedHomeLivingNews.com | MHProNews.com |
      Business and Public Marketing & Ads: B2B | B2C
      Websites, Contract Marketing & Sales Training, Consulting, Speaking:

      MHC-MD.com | LATonyKovach.com | Office 863-213-4090

      Connect on LinkedIN:
      http://www.linkedin.com/in/latonykovach 

      Manufactured Housing Institute – Suppliers Division – Product Placement Project

      October 6th, 2013 No comments

      At the Manufactured Housing Institute (MHI) annual meeting, the Suppliers Division voted in favor of doing a creative MH industry image building project that would use Product Placement in videos.

      Video is hot online. The number two search engine right behind Google is YouTube! You can find YouTube videos on seemingly countless subjects. The MHI Suppliers Division vote was a strong endorsement for using a spin-off of an idea Eddie Hicks suggested here on MHProNews some years ago.

      Here are the basics of the concept:

      A volunteer committee – including newly elected Suppliers Division board member L. A. 'Tony' Kovach as a point man, with support from MHI's Lois Starkey and Cheryl Beard – will reach out to state associations with the idea of identifying the following:

      • A school of performing arts (likely a college or trade school, but might be a specialized high school) for volunteers who would like experiencemanufactured-home-community-by-lake-credit-wikicommons-posted-on-mhpronews-com.jpg at doing video projects that would involve acting, filming and editing.
      • Short stories would be scripted ("story boarded") that would favorably use manufactured homes as an important element in each video.
      • Drama, humor, "reality," "news," "documentary" or other forms of story telling could all be used. The common element would be to showcase the appeal of manufactured home living in a favorable light.
      • For example, it might include a story or report set in a development or at a manufactured home land lease community, inside a real home in an appealing neighborhood.
      • Even one star communities could be showcased favorably compared to other older, low cost housing options (example, older apartments) by taking a positive spin on story telling and product placement.
      • Sponsors would be identified who would support the modest costs of the project.
      • Besides placing the videos on YouTube or a site like Vimeo, the videos would be embedded and showcased on the ManufacturedHomeLivingNews.com website for distribution and promotion.
      • A YouTube Channel would be created for this project.
      • Additional industry volunteers who would like to serve on the Product Placement Video Project committee to advance this effort would be welcome.
      • As the project advances, other MHI divisions or factory built housing industry corporate involvement would be welcome.

      It should be noted that this is the start of a work in progress, and the ideas above can easily be adapted at this early stage. So NOW is the time to get involved!

      By creating mutual victories for all involved, quality engaging videos could be created that would showcase our industry favorably while providing practical, real world experience for the performing artists who would volunteer. Once produced, those videos can be used for many years to come.

      Should we identify more than one school, contests might be held that would award some recognition to those who did the best in some category, a manufactured housing video version of the Emmy Awards.

      star-light-credit-wikicommons-posted-on-mhpronews-com.jpg

      Who knows? Perhaps we could through a project like this fuel the career of video producers, actors or actresses!

      state-capital-credit-wikicommons-posted-on-mhpronews-com.jpg

      The videos may be useful with public officials, as well as marketing and educational efforts that can sell more homes and thus the products and services that would go along with more manufactured home sales.

      As noted, the concepts are in their infancy, so your input and that of others in the factory built home industry input is encouraged and welcome.

      By showing people how you cook, clean, eat, live and love the same in a manufactured home as in other housing options and how you can do so with –

      • lower costs,
      • lower energy use and
      • less maintenance costs than standard housing

      – we can break down some of the barriers that are currently holding our industry back.

      Please feel free to contact us with your interest and support! Working together, we can make this and other good efforts happen. Thank you. ##

      PS: Check our many Exclusive and Red Hot Featured Articles for October and see the other new stories at MHLivingNews.com too.

      L. A. "Tony" KovachL. A. 'Tony' Kovach
      ManufacturedHomeLivingNews.com | MHProNews.com |
      Business and Public Marketing & Ads: B2B | B2C
      Websites, Contract Marketing & Sales Training, Consulting, Speaking:

      MHC-MD.com | LATonyKovach.com | Office 863-213-4090 

      Connect on LinkedIN:
      http://www.linkedin.com/in/latonykovach 

      Explode your manufactured housing results with personality, events and companies marketing!

      May 28th, 2013 No comments

      In marketing, there is theory and then there is practical reality. “Talk can be cheap,” so we'll show you tips we've done successfully for years, and yes, you can too!

      epo-marketing-manufactured-home-professionals-news-mhpronews-com-.png

      Let's jump in and get started with events, personality and organizational marketing (EPO Marketing). We will offer actual examples and each will be followed by one of 4 key tips to online "Dominate Your Market " success using EPO marketing.

      Remember, no one can guarantee an unpaid top ('organic') search result every time. But when you see how often we hit page 1 on Google, you'll know deep in your gut that these tips are for real. These searches were all done late May, 2013.

      As you read this, keep in mind that Search Engine Watch stated that in December of 2012, 69.1% of all searches online were done using Google. So the screen captures below are all in Google, and were all done using an iPad (yes, with search engine algorithms, that fact matters, as do so many others).

      4 Tips on EPO Marketing

      get-use-blog-mhpronews-cutting-edge-marketing-sales-blog-1

      1) Get and use a blog!

      MHProNews-blogs-5.28.2013-manufactured-housing-professional-news-

      As you can see from the screen capture above (the screen capture was done using Jing, a free download), we use more than one blog. Depending on the size of your operation, you should install and use at least one blog on your website. If you don't have a website, you can actually have a website built 'that is a blogging' CMS platform.

      Questions? Call815-270-0500for basic, down to earth details.

      cover-events!-manufactured-housing-professionals-news-mhpronews-cutting-edge-marketing-sales-blog-3.png

      • Use your blog the smart way. Companies and professionals are naturally tempted to hog their own digital 'stage.' Don't hog that blog stage, share it!

      We share the MHProNews 'digital stage' with a wide variety of personalities, companies, organizations and associations. See some examples below.

      mhpronews-manufactured-housing-professional-news-dick-jennison-mhi-ceo-

       

      mhpronews-manufactured-housing-professionals-news-randy-rowe-chairman-green-courte-partners-

       

      mhpronews-manufactured-housing-professionals-news-tim-williams-ohio-manufactured-homes-association-search-result-

       

      manufactured-housing-professionals-news-mhpronews-jenny-hodge-national-communities-council-

       

      mhpronews-manufactured-housing-professinoals-news-sherry-norris-al-manufactured-housing-association-.png

       

      mhpronews-manufactured-housing-professionals-news-otis-orsburn-hybridcore-homes-.png

       

      Among the keys to our success is just that, “sharing the spotlight,” sharing the stage. You can do the same too. Make sure that what you do is a 'win'
      for the one you cover as often as possible. There are exceptions to this rule, more on both of these topics below.

      cover-events!-manufactured-housing-professionals-news-mhpronews-cutting-edge-marketing-sales-blog-3

      3) Cover events! As much as possible, cover events that make sense for you and your firm. In manufactured housing, we cover national, regional and state meetings and events that we promote, speak at or attend.

      mhpronews-manufactured-housing-professionals-news-tunica-show-.png

       

      mhpronews-manufactured-housing-professionals-news-louisville-show-.png

       

      Notice that the yellow arrow above points to a website that MHPronews and the Louisville Show's website both pointed to, which increased that online registration page's SEO and web positioning.

      Another important point to remember. As a rule, don't delete content. The fact that MHProNews has covered key manufactured housing events for years now helps us to dominate on those searches. The more you blog on a topic using 'white hat' SEO tactics (avoid black hat tactics at all costs), you will over time build up ever more authority in the eyes of Google and other search engines.

      Remember, events are also about people. Showcase others in their role at events, when possible.

      mhpronews-manufactured-housing-professionals-news-keith-bennett-tunica-show-chairman-.png

       

       

      When you are selling a home or a longer term commitment like a site or home lease, don't hesitate to 'give away' coverage of events. The audience you can build over time is traffic you want that makes the effort worth while.

      For a retailer or community, you could cover state or county fairs, sports events, educational or entertainment events and more. Be creative! Share information about area events near your location. Over time, it will pay off in more traffic to your website, more traffic to your location and more business for you.

      • 3) As much as possible in your blogging, report facts and when earned, showcase others looking good.

      mhpronews-manufactured-housing-professionals-news-sam-zell-els-equity-international-.png

      mhpronews-manufactured-housing-professionals-news-jennifer-hall-industry-voices-blog-.png

      mhpronews-manufactured-home-professionals-news-dj-pendleton-texas-manufactured-housing-association-.png

       

      There are firms and people who develop a good reputation. Feature and focus on them as much as you can.

      cover-bad-news-too-mhpronews-cutting-edge-blog-4

      • 4) With controversial people or negative news, share it intelligently.

      Bad news happens. Controversies occur, and some figures court it. Cover those intelligently. Stick with facts, vs emotion or opinions!

      mhpronews-manufactured-housing-professionals-news-bradley-sherry-mcmillan-_001.png

      Don't hesitate to spotlight “bad behavior” within legal and moral guidelines, even if it means some controversy for you. When in doubt, ask your attorney.

      Just for Fun.

      If you or your company been covered before on MHProNews, why not input your name and the words “manufactured housing” into Google. See if your name pops up on page 1 or 2 of Google on our website. (Editors Note: we use a number of URLs or web addresses, so MHProNews.com, 301 redirects to, = mhmarketingsalesmanagement.com).

      EPO Marketing

      EPO Marketing works. It is part of what has made MHProNews.com the runaway #1 website for manufactured housing industry trade news, well ahead of publishers who had a 20 or 30 year head start.

      All of these tips – indeed, all our tips and systems – have as their foundation the belief that the professional or firm should deliver on what they promise. Give your customers exactly what your promise. Document your promises, you don't have to give more than what is in writing, but don't give them any less either.

      As a bonus tip, use testimonials, like those found on MHProNews.com or on virtually every page of MHC-MD.com! Questions? Call815-270-0500for basic, down to earth details.##

      PS: Check our many Exclusive and Red Hot Featured Articles for May and see the

      other new stories at MHLivingNews.com too.

      l-a--tony-kovachL. A. "Tony" Kovach

      MHLivingNews.com=Re-Discovering and Spotlighting the MHLifeStyle

      MHProNews.comMHMSM.com = Industry News, Tips and Views Pros can Use

      Services:B2BandB2CAds, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.

      Office –815-270-0500

      latonyk@gmail.com or tony@mhmsm.com

      www.MHC-MD.com

      http://www.linkedin.com/in/latonykovach= connect with me on Linkedin.

      http://pinterest.com/latonyk/manufactured-home-lifestyle/

      +++

      Whether you think you can or whether you think you can't, you're right. – Henry Ford