©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.
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