Download - Transform Your Marketing: Master Your TOFU
Prepared by FullQuota on behalf of Microsoft
Reed Overfelt, CEO – FullQuota
IT’S TIME TO
YOUR MARKETING TRANSFORM
Master Your TOFU: Get Found Online
Google is your new business card.
Prepared by FullQuota on behalf of Microsoft SOURCE: COMSCORE, AUGUST 2010
17 billion
searches are conducted every month.
12b 2.75b 2.25b
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46% of daily searches are for
info on products or services.
46%
Products
and Services
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70% of the links search users
click on are
25% PAID
70% ORGANIC
organic – not paid.
“Which search result link
did you click on first?”
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of all organic clicks go
to the
organic search results. 27%
20%
13%
10% 9%
7% 5%
3% 4%
3%
1 2 3 4 5 6 7 8 9 10
top three
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First Page …and done!
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If Google can’t find you,
neither will anyone else.
Bottom Line:
HOW do you get found?
Create AWESOME
Content
Optimize Content
Promote Content
1
2
3
Give Great
Directions 4
Creating Content
1
Creating exceptional and unique content is the foundation of getting found online. Great content is rewarded by users and search engines alike.
HOW?
Let’s for a second…
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thinking like a
marketer or
advertiser…
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…START thinking
like a
publisher and
socializer.
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Identify your
target buyer
persona!
1
What business problems are they trying to solve?
What are their
biggest concerns?
What do they need
most?
What do they want?
What kinds of information are they typically searching for?
Top-notch blog
articles?
New market data?
Industry research,
reports & studies?
Educational content?
Where are they hanging out online?
Map your
content to your
target buyer
persona!
2
Conduct an audit of your existing content.
Things to look for…
2. Tip Sheet: Create a tip sheet that outlines how people could use your product or service to help them with their problem or need. For example, if you're a plumber you could create a tip sheet on “How to Troubleshoot a Clogged Drain.” 3. Top 10 Industry Trends: Document the 10 latest trends impacting your industry this year. Write a short summary on 10 new industry developments or write what you think will be the 10 biggest changes to your industry during the next year.
5. Checklist: Create a checklist of steps people could take to solve the problem that your product/service solves. For example, if you’re a moving service, create a packing checklist visitors can download. 6. Common Questions: Write down the 10 or 20 most common questions and create a tip sheet or guide that answers each question.
8. LinkedIn Question and Answers: Go to LinkedIn Answers and find every question and answer that relates to your industry. Compile them in an eBook format. 9. Kits of Material: Compile some of your related eBooks, guides, tip sheets and blog articles into a compelling Downloadable Kit offer.
11. Case Studies: Show off your leading customers and share their successes with future customers. Video record their testimonials for even more content and to build credibility. Offer the case studies as free downloads.
1. Whitepaper or eBook: Compile three to five blog posts that discuss similar topics and combine them into a whitepaper or eBook. You can also write a whitepaper or eBook based on a previous research study or data set.
10. Sales Team Materials: If you have a sales team, ask them what material they send to prospects that convinces them to convert. Package this material into a toolkit visitors can download.
7. Product Demo Videos: Create a video that shows off all of your product’s features and benefits. At the end of the video, give the lead an option to download a product use case document.
4. How-To Guides: Create simple guides for your prospects to download that will help them with a problem. For example, if you’re selling mortgages, create a guide on picking the right mortgage for you.
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of the Buying Cycle
Prospect knows there’s a
problem that needs to be
solved
• Free whitepapers
• Free guides & tip sheets
• Free eBooks
• Free checklists
• Free videos
• Free kits (a combination
of any of the above)
Top of the Buying Cycle
Prospect recognizes a need
for a solution like yours
• Free webinars
• Case studies
• Free sample
• FAQ sheets
• Product spec sheets
Middle of the Buying Cycle
Prospect seeks solution to
their need; ready to buy
• Free trials
• Demos
• Free consultations
• Estimates or quotes
Bottom
Create an editorial calendar
3
Start creating AWESOME content
4
Content DOs
1. Focus on your target buyer! Create content that speaks directly to their needs, wants and desires.
2. Find the right SME (it’s harder than you think). The right SME understands your market and your buyer. Use the SME to guide your content with value-added commentary and feedback.
3. Hire a professional writer. While it’s tempting as a marketers to create your own content — don’t! Hire trained writers who understand how to ask the right questions, summarize and create the content your target buyers want to read.
4. Know your competition. Who are your biggest competitors? Decide if you’ll use articles that mention them. What about reviews or market comparisons? Will you use those?
5. Know your keywords. Use these keywords to guide your content selection.
6. Use the right tools. A curation tool like Trapit will help you more quickly and easily source content. Look for other tools that can make this process easier and more successful.
7. Show your unique point of view. You’re an expert. You have an answer for your buyers’ business challenges. Share it!
8. Write simply and plainly.
9. Stay away from overly technical jargon.
10. Set deadlines, but be flexible. Creating awesome content takes longer than you think. Set deadlines for SMEs to give you articles, for writers to write them and then leave yourself some time to review them before you put them online.
1. Don’t be boring.
2. Don’t forget about grammar. It matters. A lot!
3. Don’t pick a SME who travels or is just too busy to put time and effort into the project.
4. Don’t forget to schedule time with your SME each week.
5. Don’t let the SME decide what kind of content to give you. Be clear – you need at least 5 articles a week on a variety of topics.
6. Don’t just wing it – follow your plan! Set clear expectations with all your key stakeholders at the beginning of the process.
7. Don’t use content from the same one or two sources. Mix it up! It’s more interesting for your readers.
8. Don’t just call your documents “Blog #1” or “Cloud Blog #4.” Set up a naming convention that is straightforward and easy for everyone to understand and use.
9. Don’t just start the process and then never critique it again. You have to continually tweak it.
10. Don’t be afraid to try new things. A new headline style or newsletter category will keep things interesting and fresh.
Content DON’Ts
Optimize Your
Content
2
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Understand what motivates Google (as well as bing and Yahoo)
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HOW?
f(n) = Authority + Relevance
Ranking Algorithm
Relevance
The process of optimizing
your website and your
content around your target
keywords
= On-Page SEO
Let’s talk about relevance
Do #1: Optimize the top SEO elements.
http://www. ERPforConstruction.com URL(s): Search engines look at URLs as
the most important source of
relevance.
Headings: Search engines view H1, H2,
H3 HTML tags as more important than
other text on the page.
Page Title & Description: Page title
and description will show up when they
are listed in search engine results.
Do #1: Optimize the top SEO elements.
Image Tags:
All Image Tags need to include short
and simple image descriptions and
links (when appropriate) to external
customer sites.
Do #2: Choose a primary keyword for each
page.
1. Start by selecting a few keywords that
are relevant to the content of this
page.
2. Don’t be afraid of keywords with a
lower monthly search volume,
especially when you’re first starting
out.
3. Choose one of these keywords to be
your primary keyword for this page.
Do #3: Incorporate your keyword into page
content.
1. Use your primary keyword a few
times throughout the page’s
content.
2. Don’t overthink keyword density
or placement; mention them
naturally.
3. Try to bold the keyword at least
once.
Do #4: Create internal links.
1. If you mention the primary keyword
of this page on a second page within
your site, link that keyword on the
second page to this page.
For example, you should link to a
page about inbound marketing
software using the anchor text
“inbound marketing software” on
another website page.
EX: data on the cloud
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1. Don’t copy content from other websites and use it on your
own site (Search engines hates this).
2. Don’t build links using unethical means (Search Engines will
penalize your website).
3. Don’t focus on short term results. If it’s quick and easy – it’s
probably bad!
4. Don’t stuff your pages and meta data with keywords (that is
so ‘90s).
5. Don’t syndicate your content across many other sites.
Authority
The process of getting other
websites to link back to you.
= Off-Page SEO
Now let’s focus on Authority
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Authority Is Determined By
Inbound Links
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Creating meaningful and
relevant content is the best
way to improve the authority of
your website and content.
WHY?
AWESOME Content Gets Shared!
8,191
SHARED content gets MORE links…
More AWESOME Content = More Links
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1. Target sites linking to your competitors.
2. Submit your site to relevant directories.
3. Add your site to local search sites.
4. Ask your contacts for a link.
Promote Your
Content
3
Your buyer have changed.
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.
SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
In fact, your buyer now spends
3x as many minutes on blogs and social networks as on email.
SOCIAL
NETWORKS/BLOGS ONLINE GAMES EMAIL PORTALS VIDEOS/MOVIES
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Pick the right channels.
3a
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Channel #1: Blogging
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Blog, and blog often.
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Channel #2: LinkedIn
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LinkedIn is a must
for B2B marketers.
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Channel #3: Facebook
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Facebook is an effective
B2B marketing tool. It’s
just not as good as some
of the others (yet!).
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Channel #4: Twitter
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SOURCE: EMARKETER, APRIL 2011
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Twitter = influence. Start tweeting relevant, original
content you want to be shared!
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Channel #5: Paid Search
Paid Search is great way to get your content found fast.
Organic is still best long term!
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Channel #6, 7, 8: Google+ Pinterest Instagram
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Participate in
channels with
about your target
buyers and their
passions.
awesome content 3b
1.
2.
3.
DO:
DON’T:
1.
2.
3.
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Make it easy to share Blogs • eBooks • Webinars • Demos • Newsletters • Everything!
3c
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Encourage users share content
Example: Avanade ERP for
Construction Micro Website
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Encourage users share content
Example: Avanade ERP for
Construction Micro Website
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Encourage users share content
Give Great
Directions
4
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Create: • Relevant websites
• Clear calls to action
• Compelling offers
?
Give Great Directions
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Creating clear, relevant websites
Example: Avanade ERP for
Construction Micro Website
Headline
Sub-Headline
Benefits
Customer Proof
Primary CTA
Secondary CTAs
Success Indicators
Features Content Offer
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Clear Calls-To-Action
Example: Avanade ERP for
Construction Micro Website
• Offer CTAs that
provide value
• Make them bigger and
bolder
• Consider Color –
Orange, Red, and Pink
• Make the CTA look
clickable.
• Less is more. Keep it
simple and clear
• Test when possible.
Compelling offers…
Clear Headline
Description
CTA Form
Example: Avanade ERP for
Construction Micro Website
Create AWESOME Content
Optimize Content
Promote Content
1
2
3
Give Great Directions 4
Let’s recap
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ALL THE WAY
Visit .com or
Email [email protected]
ARE YOU READY TO
YOUR MARKETING? TRANSFORM
SCHEDULE A CONSULTATION TODAY
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