How to Use your Canadian Business Executive Feature to Increase Revenue

By: 
Erica Berry

Each year businesses lose billions in sales by not appearing everywhere they can be online. That’s a lot of money to put down the drain simply because you’re not managing your online reputation. But if you’re reading this it’s probably because you’re aware of how important building an online reputation is and you’ve heard that Canadian Business Executive can help improve and manage your online reputation profile.

Whether your business is featured in this edition, was featured in the past or maybe you’re an industry-leading executive looking into the possibility of being featured, it’s important to know that your feature article and custom brochure can help you gain business both online and offline – if you put them to use.

So, how exactly can a feature attract new customers, gain repeat business and add to your online reputation? Simple, it offers market exposure, both online and in person, and gives your business a sense of credibility.

However, just like tools in your tool box, your article and brochure have different uses. Once you have these tools, you can use them to promote your business and enhance your online reputation – but much like any other tool, you have to use them correctly to get the desired results.  Below you’ll find explanations for both, as well as a how-to guide to make the most of these unique marketing materials.

Feature Article

Let’s review how your article can enhance your business’ online reputation profile. Your article, which is hosted on our website, is what will get noticed by Google when clients and prospects search for your business online.

When potential clients are doing background checks and researching their next event planner, feed supplier, communications management company, etc., chances are they will Google the business name they are interested in. If there are no search results, or worse – bad search results – they’ll probably disregard the business as a potential hire and move on to the next company. However, if a potential customer searches a company name and find something great, like a feature article in Canadian Business Executive, they will automatically be drawn to your business and most likely follow through with a sale.

How do we know this? Because companies and research firms around the world have conducted research to prove it. In order to stand out from the competition, your business needs positive reviews to appear when they search for you online. Here are some stats to put it into perspective: 

  • 85% of consumers read online reviews about businesses to help them choose products and services. 
  • The top listing in Google’s organic search results receives 33% of the traffic. 
  • 37% of consumers used Internet to find local businesses at least one time per month.
  • Half of all mobile searches are conducted in hopes of finding local results, and 61% of those searches result in a purchase.
  • More than 60% of global Internet users research products online.
  • 93% of online experiences begin with a search engine.

Now that you realize the importance of online search, let’s go over how this could work in a real-life scenario. Say that your business, Savings International, is in competition with another financial planning company—Money Pros. You offer the same services, are on call 24/7 and have very comparable prices. When your potential client runs a Google search for you— Savings Internationalthey see your website, a Canadian Business Executive article and maybe another listing under the Yellow Pages or Yelp. When they do the same for Money Pros, they find only a website and some Yelp reviews. 

The additional review from a reputable third-party source, like us, puts you ahead. It gives your business credibility and shows that you’ve built an online reputation for yourself – and you’re so good even an industry-leading magazine is backing you up -- positively influencing the buying decisions of your clientele, expanding your market share and ultimately making you more money.

While this is all good in theory, here’s where you come in: Your feature article is published on our website; our team of digital publishing experts have optimized the content using keywords, hyperlinks and other proven search engine optimization (SEO) tactics; and we’ve provided you with a link to share. Now it’s your turn to spread the word.

Sharing your article online and across social media will help to boost its ranking in Google search. Plus, it will allow your fans and business partners to easily read and share the article, as well.

Even if you’re not a technology wiz, sharing your article is easy. Here are a few ideas to get you started:

  • Share on your company’s and top executives' social media sites. Use a shortened URL and be sure to mention us.
  • Display a link to your article on your website. Post a brief message on your home page with a link to the original article. Here's an example from BEST Service Pros

BEST Service Pros

  • Tell your employees to spread the word. Email your team a brief message asking them to share the article from their social media sites.

By sharing your article across your own social networks and website, it will better allow search engine “spiders” to pick up keywords which are used to produce results when clients and prospects Google your name. It’s an easy way to get your name out there on the Web, all while looking great in the process.

Custom Digital Brochure

Your custom digital brochure, which is a magazine type version of your article, is a valuable marketing tool you can use to gain new business. While this is less likely to show up in a Google search (because it’s not hosted on our website and there are no keywords or backlinks to attract search engine attention) it does come in handy when trying to beat out the competition both online and offline. After all, who isn’t impressed by a company with their very own article showcased in a professional, polished brochure?

Here’s how you can use your digital brochure to market your business online:

  • Insert the thumbnail image (with a hyperlink to your article) in your email signature to enhance brand awareness with everyone you correspond with.
  • Submit the brochure to prospective clients to help win more business.

Also, because some clients like hardcopies, and having tangible evidence of your credibility could help you on the spot, consider printing a few copies of your custom brochure at a local printer. Keep a copy on your desk. Put one in your office waiting room. Submit it with bids. Casually leave one at a local coffee shop – whatever you need to do to show that your business’ service and products are legitimate and reliable.

By putting these strategies to work, you can build a solid online reputation for your business -- winning you jobs, gaining repeat business and attracting new customers in the future. If you would like any additional tips on how to maximize the use of your article and custom brochure, please contact your editorial director or email us at info@truelinepublishing.com.