3 steps to attracting and engaging with your audience
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Watch Google Hangout+ recording: http://youtu.be/hXyGLpPZ8kg Your customers are using search, social media and content to research you, your company, your service/products or competitors before they even contact you. Join us on June 6, 2013 at 7:45 AM at Kishwaukee College Conference Center, Room A-220 to learn how to plan, execute and scale your marketing content strategy. During this 45-minute event, Rebecca Wardlow will help you gain a clear understanding of why content is your kingdom. In fact, users are spending 53% of their time online consuming content. Gain a clear understanding on how and why content creation is an important tool in your marketing toolbox. A few of the topics she will cover include: Be intelligent: research and listen Setting your objectives Creating your customer persona How to do keyword research How to build your content plan How to optimize your content Watch Google Hangout+ recording: http://youtu.be/hXyGLpPZ8kg
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3 steps to attracting and engaging with your audience
- 2. Today’s Agenda Step 1: Be intelligent: research, listen, create customer persona & keyword research Step 2: Setting your objectives Step 3: Build your content plan & Optimize your content
- 3. Be intelligent: research & listen What will research give you? Business ideas & focus Product & Service ideas & focus Article & blog post topics Possible partnerships Four Things To Look for in ALL your research Look for the bottom line end RESULT your market wants Look for your market’s FRUSTRATION Look for your market’s DESIRES Look for WHOM ELSE is doing what your are doing
- 4. How to do keyword research
- 5. How to do keyword research Online Research Tools Keyword Spy: www.keywordspy.com Google Keyword Tool: http://bit.ly/ZtK0qF Google: www.google.com Amazon: www.amazon.com Magazines: www.magazines.com Blogs and Forums
- 6. Offline Research Who To Talk to … Past clients Current clients Centers of Influence Business colleagues who know your target market.
- 7. Offline Research How to Approach Them Contact at least 6 people via email or phone call to interview and set-up time to “chat” Tell them you are doing research to better serve people like them and you would love their advice. Schedule a 10-15 minute conversation.
- 8. Offline Research How to Interview them Face-to-face or over the phone Record the conversation (freeconferencecallhd.com) Take notes. Write their exact language. Don’t edit what they say. Ask lots of questions that get to the heart of the issue. Stay on Schedule Thank them
- 9. Do Your Own SEO Audit Reviewing current website search traffic (Google Analytics) Tracking inbound links (Magestic SEO) Check the speed of pages (Google Page Speed Online) Review the content management system, templates and source code. Check for duplicate, thin, or poor-quality content Overview site SEO readiness (Alexa Site Audit) Document site URL structure and map (Xenu Link Sleuth) Access basic crawl issues (Google Webmaster Tool) Document keyword ranking
- 10. “Content Marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer actions” - Joe Pulizzi Content Marketing Institute Setting your objectives
- 11. Setting your objectives Set Goals specific to SEO and Social Media focused-content marketing Increase traffic Increase leads Increase sales Improve media coverage Attracted talented employees Serve online customers
- 12. Setting your objectives Key Performance Indicators (KPI’s) Search Visibility Social Mentions Web page links Social Shares Social Links Visitors to your website Visitors to your social destinations Newsletter subscribers Blog and social content subscribers, fans, friends and followers Comments Measurable marketing outcomes Downloads Webinar or other online event Leads Sales Referrals Brand advocacy
- 13. Creating your customer persona Understand customer needs, behaviors and preferences Identify common characteristics and patterns “ideal customer” & “worst customer” Understand their pain points Create content based upon their need
- 14. How to build your content plan “Content marketing is an approach to attract, engage, and inspire customers to a logical conclusion to buy and share through content that empathizes with the varied interests and behaviors during the buying cycle” – Lee Odden You must know the answers to these questions: What are your target customers’ needs and goals? What do they search for, and what do they talk about on the social web relevant to your solution?
- 15. How to build your content plan
- 16. Creating an Editorial Calendar
- 17. Content Types Articles Blogs Case Studies Digital Newsletter E-Book E-mail Images Infographics Mobile content News releases PDFs Podcasts Research Slide shows Social Traditional Media Videos Webinars White Papers
- 18. How to optimize your content Keyword Placement on Website Title tag On-page title (H1) Body Copy Image alt text Anchor text links File name Social Share SEO copywriting Meta description
- 19. Press Releases Best way to distribute content outside of email, blogs and social networks. Well-written press release can attract anywhere from 50 to 500 inbound links Optimize for people first, then keywords
- 20. Images Find the right images. Take your own Royalty-free stock photos Creative Commons Use keywords in file names Use focused keyword phrase in the image alt text Include a description or caption
- 21. Video “YouTube SEO involves including keywords in the title, description and tags. Attracting views and ratings is also helping for better rankings on YouTube. Web Video SEO involves using keywords on the page the video is embedded in as well as in the anchor text links to the page. Filenames and metadata are also opportunities for keyword inclusion” - Greg Jarboe
- 22. Inbound Marketing River Pools & Spas 2001 Market crashes 2008 Within 48 hrs, lost 5 deposits for in-ground pools Jan 2009 bank account overdrawn (16 employees) No money to spend on advertising March 2009 - Started blogging by answering ?’s http://youtu.be/9bXer2u9F2w Marcus Sheridan “They ask, you answer, great formula for blogging” First post - How much does a fiberglass pools cost 1.2 million in sales from that one post!!!
- 23. Questions & Answers CONNECT WITH REBECCA on other social media platforms... • Website www.RebeccaWardlow.com • Google+ http://gplus.to/rwar dlow7 • Twitter http://www.twitter.com/rwar dlow7 • Facebook https://www.facebook.com/G etSocialSolutions • Pinterest http://pinterest.co m/SocialSolutions
Notas del editor
- Trends that reveal new opportunity – Newsjacking. A trending story may causes news or blog results to appear higher Great book Newsjacking by David Meeran Scott
- Numbers to Watch on Keyword SpyPPC: Between 10 to 50CPC: Between $1.00-$2.50Search Volume: Between 15, 000 and 80,000
- Possible QuestionsWhat’s your biggest fear or frustration in your life right now related to ____ (your topic)?What’s your single biggest challenge around [your topic]?What worries you?What would you like to change / make better?What would help you achieve this result?If you didn’t remember my name, what would you type into Google to find me?
- Evaluation of your website as it interacts with search engine spiders and bots.Bots are software programs that follow links from page to page on the web, capturing information as they go. This information is them organized into an index from which the search results process occurs.
- To tie your marketing goals into your overall business goals, think about how well your website is performing currently and what the overall online business goals are for the future. Look at each goal, whether its focus is revenue, retention, or service, and then decide how to translate to content.
- Keywords don’t buy products and services – customers do.1. Identify key customer attributesWhat motivates them? What do they care about? What are their goals and behaviors?2. Collect demographic data3. Analyze and create segmentsDo customers who convert to sales from social channels hold different jobs and influence in purchase decisions than those who buy from earch or emails?4. Create a profile for target audiences3-10 personas 5. Identify keyword groups and content for each persona6. Incorporate with content creation, optimization and promotionTools – HootSuite, Alexa, Google Keyword Tool, PostRank
- The insights from those answers are condensed into topics and keyword ideas.
- Awareness – content marketing helps develop brand awareness by helping people find your product or service through search, social media & other outletsConsideration – content can educate prospects on your unique selling proposition.Purchase – Once you’ve gained a customer trust and respect and they have decided to purchase from you, it’s not the end of the line for content marketing. Look at website analytics to track the content viewed by your customer before purchase . This can help with keyword focus and social media efforts.Retention - Content and social applications encourage customers to have a great experience on your site, event when they aren’t making a purchase.Advocacy or Loyalty – People love your products, they visit your website, they engage with you on social networks.
- Determine Topic of interestCreate content categoriesAssign content typesEstablish a timelineChart a publishing scheduleIncorporate other marketing plansContinue the process
- that includes embedded links to optimized web pages on the company site and that is distributed through a company like PRWeb can be syndicated and copied as content on other news websites and blogs.