By now, Dave Ramsey is a well-known personal finance guru. He has street cred when he offers financial advice on his radio program, in his books, and on his website. Guided by his mission to provide “biblically based, commonsense education and empowerment which gives HOPE to everyone,” Dave has helped countless people get out of debt and into financial stability.
Dave has street cred on web marketing
Dave also offers advice on web marketing strategy. His recent book Entre-Leadership has an online bonus chapter called “Designing a Web Strategy That Works.” Dave has street cred on web marketing strategy, too. We can see this by looking at some third-party metrics.
- Alexa reports that DaveRamsey.com is the #2,251 most popular site in the U.S
- DaveRamsey.com’s domain authority is 85/100, according to Open Site Explorer.
- Finally, HubSpot’s Marketing Grader gives DaveRamsey.com a score of 92/100.
Compare this to the metrics for Crown Financial Ministries, one of Dave’s competitors:
- Alexa: #43,649 most popular site in the U.S.
- Open Site Explorer domain authority: 73/100
- HubSpot’s Marketing Grader: 86/100
|Open Site Explorer||73/100||85/100|
Bottom line: Dave Ramsey has demonstrated that he can design and execute a web strategy better than Crown Financial Ministries, even though Crown has been around almost twice as long.
How did Dave Ramsey design a web strategy that works?
So what is Dave’s secret? In “Designing a Web Strategy That Works,” he tells us what he’s learned.
First, he emphasizes that the web is absolutely indispensable to his business:
- “80 percent of our revenue comes through the web” (pg. 2)
- Dave’s web team consists of 65+ members (“programmers, software developers, designers, and web marketers”), or about 20-25% of his company (pg. 2)
Second, he observes that the web is now in it’s third phase, the “interactive/relational” phase.
- At first the web was primarily informational.
- Then, with the development of online payment processing, it entered the transactional phase.
- Today, the web is in an interactive/relational phase which enables two-way communication around the informational and transactional aspects.
- For the future, we can expect that what’s possible on the web and how people use the web will continue to change, develop, and shift; thus, a “‘once and done’ mind-set” (pg. 4) is foolish.
Next, Dave offers a host of tips for building a high-performing website:
- Get online if you aren’t already (pg. 5).
- When you pick a web address (aka domain name), buy all possible variants as well to make sure you lock out undesirable attack domains (e.g., daveramseysucks.com) and capture traffic from people who inevitably misspell your name (pg. 6).
- Work out the business model for your website from the beginning, and don’t make your website too complex or too simple for the revenue you estimate you plan to get from it. “You don’t have to start with the best website on the net” (pg. 7).
- You need to add “a steady flow of content” to your website to get the most out of it (pg. 8). “If you help enough people,” Dave writes, “you don’t have to worry about money” (pg. 9). Then he offers some helpful pearls of wisdom on business blogging:
- Starting some kind of blog (Dave recommends WordPress and so do I) is the best way to distribute your content. By the way, you don’t have to call your blog a blog. You can call it something else, like “Portfolio” or “News” or “Tips” or “How-Tos.”
- Blogging erratically or infrequently is worse than not blogging at all.
- When you get started blogging, make sure you have at least 50 topics you can write about (this is an idea Dave borrowed from Gary Vaynerchuk).
- Blogging is about generosity, not ad copy. So be generous by giving away “genuine, interactive, informative content” (pg. 10) rather than making every blog post a big ad. Dave’s rule of thumb is a ratio of 1:10 — one “ad post” for every 10 blog posts.
- Prioritize search engine optimization (SEO) as you work on your content every week. “Companies doing business right now need to know how to get Google’s attention” (pg. 11). How do you get Google’s attention? Dave nails the two main factors, and throws in a plug for Google’s top three web marketing tools as well:
- Relevant Content: Write content which meets people’s needs and includes the keywords they’re searching for when they’re trying to solve the problems you can help them with (pg. 11).
- Inbound Links: The more popular your content is, the higher it ranks in Google. Google measures popularity by the quantity and quality of inbound links. Ergo, to boost your website’s findability on Google, you need to get as many high quality inbound links as possible. And to get these links, you need to develop mutually beneficial relationships with other websites, entrepreneurs, and organizations
- The three Google tools just about every business needs to master are AdWords, Google+ Local (formerly Places), and Analytics. Google Webmaster Tools offers helpful insights, too.
- E-commerce: Dave’s advice to budding entrepreneurs who want to sell products online is essentially to use the free or low-cost platforms already out there (think eBay, Amazon.com, and Etsy), then reinvest the profits over time to build a more sophisticated, custom-tailored website. “Start simply, make some money, and then expand your online store using the revenues from the store itself” (pg. 14).
- As you hone your web strategy, opt-in permission-based email marketing, social media, and video are also valuable tools for building your business.
There’s much more Dave has to say about web strategy. But I am out of time for today. And you really should read “Designing a Web Strategy That Works” for yourself.
Will Dave’s web strategy work for your business?
Most of Dave’s recommendations for web strategy align well with the principles of inbound marketing. Inbound marketing has clearly been a fruitful endeavor for DaveRamsey.com thus far. And I am also convinced that it is also the right strategy for IX Publishing, where I am Director of Marketing.
Is an inbound marketing approach right for your business? If your sales process involves “high dollar values, long research cycles and knowledge-based products,” the answer is an unqualified Yes! (source) If you sell personal finance training programs like Dave Ramsey does or fiberglass swimming pools like River Pools & Spas does, you’re going to pay close attention to what the inbound marketing gurus say. (Bonus: Here’s a case study which explains River Pools & Spas approach to inbound marketing and how it has helped their business. Cliffs Notes version: They produce relevant content for their users by blogging at least two or three times per week, which over time has secured their search rankings.)
However, if your sales process involves small dollar values and short research cycles, many aspects of the inbound marketing approach may not make sense for your web strategy. For example, perhaps you sell baklawa in Dearborn, Michigan. Unless you want to turn your baklawa business into a franchise or some kind of premium elite mail-order business, writing two to three blog posts per week may not be the best use of your time. Instead, you should invest in local search optimization to secure your market share of pastry-loving Dearbornites.
- What’s your web strategy?
- Do you have the right web strategy for your goals?
- What opportunities could inbound marketing help you capture?
- What threats could local search optimization help you neutralize?
The chess pieces photo is a Creative Commons Attribution-Share Alike 3.0 Unported licensed photo by Alan Light
This article was originally posted on Daniel’s Workshop. Used by permission.