Converting with Books for Content Sites

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Converting with Books for Content Sites

  1. 1. Converting with Books for Content Websites Sept. 2007 To Join Our Program go to: http://www.chapters.indigo.ca/AffiliateOpportunities/AFF1-art.html Ceri Nelmes, Online Marketing Manager, Affiliate & Partner Tel: (416) 646 8984 Email: cnelmes@indigo.ca
  2. 2. Why Books Should Go On Every Content Site <ul><li>All content sites should be </li></ul><ul><li>libraries of fresh information to keep </li></ul><ul><li>users bookmarking and returning </li></ul><ul><li>to your site. </li></ul><ul><li>If you feature books you give visitors </li></ul><ul><li>more information about the niche </li></ul><ul><li>topics you’re covering. </li></ul><ul><li>After all, they are interested in the </li></ul><ul><li>topic or they wouldn’t have searched </li></ul><ul><li>for your site </li></ul><ul><li>Give users what they like – users like book recommendations </li></ul>
  3. 3. Where Books Should Go on Every Content Site <ul><li>At bare minimum, always create a: “Library/Resources/More Information” section on your site and add some clickable images of books (with Buy Now! or another call-to action) and add a short blurb of why you think this book speaks to your audience. </li></ul><ul><li>For example: if you have a site on yoga add your “ Top 10 Yoga Books for Pregnancy”. </li></ul><ul><li>Don’t forget to add banners, text links, etc. on other pages of your site to drive traffic to your book resource section </li></ul>
  4. 4. Already Featuring a Book? Use the Basics to Increase Conversion <ul><li>Relevancy: ensure you choose books that are relevant to your site. Don’t put unrelated books on your site just because you like them – think of your audience. </li></ul><ul><li>Choose individual books and not a </li></ul><ul><li>generic banner for better conversions </li></ul><ul><li>Include information, like in a review </li></ul><ul><li>You can add that there is $39 </li></ul><ul><li>Free Shipping or 45% off </li></ul><ul><li>Bestsellers, etc. in a note to </li></ul><ul><li>the user or beneath the clickable </li></ul><ul><li>image. </li></ul>
  5. 5. Use “Featured Books” to Increase Conversion <ul><li>Create a Yoga Book of the Month/Week/etc.,” and make it a regular feature. </li></ul><ul><li>From somewhere on the home page use a call out box with short intro text into the currently featured book. </li></ul><ul><li>Include an image of the book and a few lines of descriptive text. At the end of the very short, but captivating few lines add ‘More…’ and link to a full page review. This is a great teaser and makes the user navigate more pages. </li></ul><ul><li>On the feature page list all of your other reviews from previous weeks and link to them – increasing your authority as topical content provider. </li></ul>
  6. 6. Use Top 5 Lists to Increase Conversion <ul><li>Add a Top 5 Books list </li></ul><ul><li>for your vertical – </li></ul><ul><li>use a text link box </li></ul><ul><li>List the books with the </li></ul><ul><li>book title and author </li></ul><ul><li>as the link’s anchor text </li></ul><ul><li>Include the price to help </li></ul><ul><li>increase conversion </li></ul>
  7. 7. Use Your Current Content Pages to Increase Conversion <ul><li>Talk about relevant books that will make your article content more interesting and informative (have text links to books embedded right in your article copy) </li></ul><ul><li>Keep anchor link text sounding natural and in your usual style of writing </li></ul><ul><li>Include specific quotes from any book (but ensure quotes from books and sources are short, so your page doesn’t hit the duplicate content filter) </li></ul><ul><li>Use clickable footnotes citing the books and documents you used for the article (these are more links to products that will sell for you) </li></ul>
  8. 8. Use the Bottom of your Content Pages to Increase Conversion <ul><li>On the bottom of each article on your web-site add the text: </li></ul><ul><li>For More Information: </li></ul><ul><li>Then add a link to a few book titles relevant to the topic that’s covered on page. If you’re discussing a controversial topic, use books from both sides. </li></ul>
  9. 9. Use a Blog to Increase Conversions <ul><li>Add a review of a relevant book you’ve read on your blog. Include your thoughts and make it personal. This is seen by the reader as a ‘vote’ (negatively or positively) for the product. Remember, an opinionated blog is a well-read blog. </li></ul><ul><li>Link out from your review to the exact product landing page. Linking to the outside product creates a great user experience - if they need more information, it’s there! </li></ul><ul><li>You can add the book cover image in your blog post and make it clickable too. Underneath add the list price and ‘our price.’ </li></ul>
  10. 10. Use a Search Box to Increase Conversions <ul><li>Chapters.Indigo.ca has a search box you can use on your site. This converts well when you use in conjunction with content. </li></ul>
  11. 11. Use Banners from Big Brands to Increase Legitimacy (and Sales) <ul><li>Using big brand sites’ banners or buttons on your website shows users that you are a legitimate site </li></ul><ul><li>Users perceive the brand’s presence as a vote for your site (you are now viewed as having the brand’s approval) </li></ul><ul><li>Users are more likely to take action on a site approved by a brand they are already familiar with </li></ul>
  12. 12. Bonus! SEO Linking Strategy & No Follow Tags <ul><li>If you’re worried that your outbound links will be read as affiliate links and negatively impact your SEO linking strategy, use a no follow tag which looks like this: </li></ul><ul><li><a href=&quot;http://www.mysite.com/ &quot;rel=&quot;nofollow&quot; > </li></ul>
  13. 13. Questions? <ul><li>Contact: </li></ul><ul><li>Ceri Nelmes - Manager of Online Marketing, </li></ul><ul><li>Affiliate & Partner </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Tel: (416) 646 8984 </li></ul><ul><li>Address: 468 King St. West, Suite 500 </li></ul><ul><li> Toronto, Ontario, CANADA </li></ul><ul><li> M5V 1L8 </li></ul>

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