Using Keywords for Customer Research AND SEO (EXERCISE #3)

©2013 Venture Growth, LLC WORK PRODUCT for Piv
otGuild, LLC



Workshop:
Low
-
Cost / High Impact Marketing

Using Keywords for Customer Research AND SEO

(EXERCISE #3)

To identify potential distribution channels, u
sing the
TOP 3

keywords and/or long tail phrases uncovered in the Market
Research Mayhem exercise, search and identify as many media, groups and community placements as you can.

Keyword / Key Phrase #1:____________________________________________________________________
_____

COMPETITORS

BLOGS

FB/G+/TWITTER/LI

MEDIA/REPORTERS

EVENTS

OTHER*
































Keyword / Key Phrase #2:_________________________________________________________________________

COMPETITORS

BLOGS

FB/G+/TWITTER/LI

MEDIA/REPORTERS

EVENTS

OTHER


























Keyword / Key Phrase #3:_________________________________________________________________________

COMPETITORS

BLOGS

FB/G+/TWITTER/LI

MEDIA/REPORTERS

EVENTS

OTHER

























* OTHERS: e.g. Quora

& Other Q&A opportunities;
no
-
cost or low
-
cost directories; product / service review sources; etc.

Evaluate and prioritize each of these placement opportunities based on:

How closely the creators & members fit your customer profile.

How many participants
are reachable through the channel

How welcoming they

are of participation

Whether

there any cost
s

or constraint
s

to participation


©2013 Venture Growth, LLC WORK PRODUCT for Piv
otGuild, LLC


-
2
-

Using Keywords for SEO

–

Getting Cooperation from SEs

(EXERCISE #4)

While not intended as a deep dive into S
earch
E
ngine
O
ptimization
,
consistency in messaging

across platforms and
channels is critical to connecting easily and affordably with potential customers. Here is a beginning checklist of how
your keywords should be incorporated into your marketing tools:


Basi
c Optimization of Your Website

/Blog
:

o

Meta description / Snippet on Home Page

o

Focus Keyword(s) in Page Titles / Headlines / and Body Copy

o

Images all tagged

o

Internal drill
-
down links for navigation

o

External links minimized

o

Incoming links maximized

o

Social Me
dia Accounts and Share options

o

Google and/or other Analytics installed

o

Make sure contact info is up to date and responsive




Basic Optimization of
Public Relations Materials:

o

Include keywords in Headings / Body Copy

o

Whenever possible include links to onli
ne Media Kit

o

Whenever possible include links to relevant video / photographs

o

DO NOT send attachments or redundant pitch messages to Media

o

Limit links and length for greatest focus

o

Make sure you share NEWS relevant to Media’s focus /interests

o

Make sure
contact info is up to date and responsive


Use consistent pitches, keywords and longer form descriptive language in ALL communications so that

your
messages achieve the goals of :





CLARITY * BREVITY * RELATABILITY * TONE * L
ANGUAGE * IMAGERY * CONSISTENCY!




©2013 Venture Growth, LLC WORK PRODUCT for Piv
otGuild, LLC


-
3
-

YOUR WEBSITE:
MARKETING TOOL or an ONLINE BROCHURE
?

(EXERCISE #4)

Besides SEO basics, a
sk yourself these questions
. I
f you answer NO to any of them, you have a good TO
-
DO list
to make
your website a stronger tool to

convey your brand, cultivate relationships with customers and convert leads to sales.

1.

Does you
r

Home Pa
ge convey a short &
compelling Pitch so that visitors “get it”

&
can repeat it to others easily?

______YES ________NO


2.

Is your Home Page and overall
content prioritized by your target customer’s decision
-
making needs (vs push
messages about your company and your offerings)
?

______YES ________NO


3.

Does your Design, Layout and Navigation make it EASY for visitors to find
the most important information

(avoiding sensory overload)
?

______YES ________NO


4.

Are

your
content and
navigation designed to take a visitor through a decision
-
making process?

______YES ________NO


5.

Is there an easily understood
and meaningful
call
-
to
-
action on each page?

______YES

________NO


6.

Do you
invited contact AND
make it easy for visitors to contact you?

______YES ________NO


7.

Do you make it easy for visitors to share content with others (e.g. via share buttons, social buttons, print page)?

______YES ________NO


8.

Do yo
u present information in a variety of formats and media for different learning styles?

______YES ________NO


9.

Do you ask for referrals and offer some kind of referral or loyalty incentives?

______YES ________NO


10.

Do you have a NEWS Page or Online Media

Kit

which contains bios, facts and audio
-
visuals for influencers?

______YES ________NO


11.

Do you have a permission
-
based method of building an email list?

______YES ________NO


12.

Do you solicit and offer opportunities for regular feedback (e.g. surveys, polls, comment
-
enabled blog, etc)?

______YES ________NO

©2013 Venture Growth, LLC WORK PRODUCT for Piv
otGuild, LLC


-
4
-


INCREASING ONLINE
VISIBILITY

TO BUILD REPUTATION , DRIVE TRAFFIC & VIRALIZE MESSAGES

(TIPS)


BUILD AN ASSET COLLECTIO
N TO SUPPORT YOUR MESSAGING



Photographs



iPhone Videos



Infographics or other Data Visualizations



Sidebar Quotes and Stats that support your offer



Graphics and other Art (with permission / attribution)



Slideshows



Helpful tools



Bios of the Management Team



Tes
timonials
/ Reviews
with clear themes provide by others



Research data from authoritative sources in your field/industry



Research data from your own feedback / investigation


REPURPOSE MESSAGES IN A VARIETY OF FORMS (e.g. a product demonstration):



Website Photo Gallery with Text description



Videos for YouTube Channel



Slideshare



Twitter chats



Original and Guest Blog posts



Answer to questions on QUERY and other Q&A sites



Short / low
-
production videos (iPhone / Camtasia)



Short presentations / Speaking engagements for Targeted
Audiences



Media Releases (IF newsworthy)

GO FORTH & MULTIPLY!



Collaborations
:
Seek collaborative marketing opportunities with complementary businesses



Reciprocal links and Content Sharing
: Seek

rel
evant / high traffic sites



Create a monthly eletter
: Base it on
a specific, non
-
sales purpose (e.g. tips; special offers; vendor
coupons; free gatherings;
client stories demonstrating the success with your product /service;
etc.)

FREE: Constant Contact,

MailChimp



Develop the social community

or social communities in channels most used by your target customers.



Regularly engage

with your community by asking questions, seeking input / collaborative problem
-
solving, offers of assistance, and don’t forget FU
N (wordsmithing, photo captioning, contests, giveaways,
etc.)



ASK
Users / Clients
Shares

of
your new content and be sure to reciprocate.