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Understand your customers’ searching behavior. Walk in their shoes, and understand the dialogue the searcher is having with the web. Most customers are researching or looking for a problem to solve. If you understand what problem they’re trying to solve (keywords and phrases) you can provide them with a very customized solution to it (your landing page, website, and ultimately your product). |
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Decide how you will track conversions. Often this is easy…it’s when you make a sale. Other times it can be trickier. If you’re a real estate agent, you’ll most likely be tracking leads. In addition, you’ll have to assign some dollar value to that lead so you can determine how much advertising to spend in order to get it. |
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Decide on autoresponders and set them up. Autoresponders are simply a way to keep in touch with your customers and prospects. Essentially it’s automated email. |
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Do the keyword research |
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Brainstorm the core ones with a diverse group |
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“Spy” on your competitions' using
web competitive intelligence tools |
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Expand the core list
using additional tools |
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Group keywords by the conversation type (what is the potential customer looking for?) |
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For
example - If you’re a real estate agent, your prospects will be having different conversations if they’re looking to relocate as opposed to
someone already in your area looking to sell their house |
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Build landing pages on your site for each conversation type |
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You’d want the two different potential customers above to go to two different pages within your site, because you want to
highlight the different value propositions you’re bringing to the table…to solve their particular problem. |
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Expand your online presence with a blog, profiles
on social
media and web 2.0 sites, and video |
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Set up your adwords campaign using the keywords, groupings and landing pages |
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Monitor and test…EVERY DAY |
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Split test ads every day |
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Adjust bids every day |
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Get rid of non-performing keywords every day |
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As soon as a great “money term” is found, start the search engine optimization process for that term |
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Market 2-3 articles per week (or even more) |
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Connect with others and
update content on web 2.0 and social media sites |
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Make blog postings on your blog and others’ |
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Answer posts on forums
and social networking sites |
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Move great “money terms” to Yahoo and MSN pay per click advertising engines |
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Rinse and repeat this process every 90 days! |
