In reference to the Inbound Methodology: A Guide to ATTRACT
- Keyword Research
- Research with Google Analytics
- Targeted Content Writing
- Social Publishing
- Pay Per Click Ads
- Page Titles
1. Keyword Research: We will spend the majority of our time talking about keyword research because it is the HOLY GRAIL. Let’s start with the basics. Keyword research should be done with your visitor/prospect/customer in mind.
Consider what the “average joe” would type into a search engine when looking for someone that offers your services. Let’s say for instance, you own an IT company. Although some of your services may include data protection and disaster recovery. You may not necessarily want to include those as keywords if that isn’t what your prospect is searching for.
Potential customers don’t typically refer to your services the same way you do unless they’ve been previously exposed to the technical jargon. Verbiage you may want to include instead might be: computer help, someone hacked my computer, protect my computer from viruses, help with making my computer faster, my computer isn’t working, my files won’t open, my office flooded and so on. I hope you get the point.
TIP: It is extremely helpful to consider the buyer’s journey when conducting keyword research. The buyer’s journey as defined by HubSpot consist of 3 stages: Awareness, Consideration, and Decision. This thought process can be easily correlated when thinking of symptoms.
For example: I may do a Google search for “nausea and vomiting” and get millions maybe billions of results. At this stage I am aware I have those 2 symptoms but don’t know what could be causing it. When I start clicking and reading the results; food poisoning, flu, etc., I start to consider what is most likely the cause and my treatment options. At this stage I am you guessed it, considering.
After I’ve narrowed down my options between riding it out, taking something over the counter or making a doctor’s appointment. I move to the decision stage when I call my doctor’s office. Likewise for your buyers... There are a lot of wheels turning in between awareness and decision.
What keywords are your prospects typing in Google to search for an answer to a problem your business solves? Your job is to find out. Find and notate those keywords, you’ll use them later.
2. Google Analytics: Study your analytics to see what your site visitors are already doing. SIDE NOTE: If you’re not using analytics, you are missing out on valuable information you could be tapping into to grow your business. Sign up, it's FREE.
Okie dokie, I’m back. With the demographic information for example, you can learn tons about your site visitors. Using what Analytics has compiled for you, you may discover you have a new prospect group, one you didn’t realize was interested in your product or service. On the other hand, if you don’t see your ideal customer in your demographic results, your marketing and/or content may be ineffective.
TIP: Pick your top site visitor and develop an offer around what they are looking for. An offer is something enticing your customer would want to have like an ebook, how to guide, discount, DIY tips etc. If you don’t know what information your customer is looking for, you have some homework to do.
3. Targeted Content Writing: Remember those keywords you did research to discover? You will want to write different content pieces using keywords for each of the stages in the buyer’s journey (awareness, consideration and decision).
Having content for each stage increases your points of contact with your prospect, helps to generate leads online and increases the likelihood of a sale. It’s a numbers game after all. Keep in mind, unsolicited, unhelpful, irrelevant content doesn’t do anyone any good. Isn’t that why we all HATE SPAM? Targeted content writing is KEY!
By blogging, writing ebooks and white papers with keywords and information your prospect is searching for, you can capture your buyer and speak to each phase of their journey.
4. Social Publishing: Increase your content reach. Get your content out there through your company newsletter and social media accounts. Enable social sharing on items you publish.
Try to be helpful, a resource for the community. Monitor your social media accounts and when someone asks a question you can answer, do so. Do so often enough and you can improve your brand awareness, company trust and industry authority.
5. Pay Per Click (PPC) Ads: Increase your company awareness. Connect ads/campaigns you’re running to an offer. If you’re offering something valuable your prospects want, make sure they know it.
Don’t cringe. Pay Per Click Ads don’t have to be expensive. Using effective keywords with a bit of effort goes a long way. Start with a small budget and see what results you get. PPC can really help increase website traffic right away (short term) while you build out content organically for the long term.