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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 kind of 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 initial keyword research |
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Brainstorm the core ones with a diverse group |
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"spy" on your competitions' keywords using
tools |
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use other tools to expand the core list |
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Do a 'vertical' market analysis |
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Analyze each keyword in your keyword list
to understand how it can best contribute to your market domination
strategy.
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Isolate keywords identified as a potential
opportunity and determine whether or not they are indeed an
opportunity worth pursuing.
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Explore related keywords, synonyms, jargon,
technical terms and other natural language elements associated
with selected niche markets.
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Use the market research data to create a Strategic
Plan of Action for dominating your market |
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Group keywords by the conversation type (what is the
potential customer looking for?) |
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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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Set up your own blog |
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Decide whether you will use a standalone blog as
separate online marketing tool, or integrate a blog with your
existing website.
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Install, set up, configure and
optimize your blog to automatically notify search engines
whenever you publish new content.
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Create content for your blog, maintain it
regularly updated with fresh, new content for the search engines,
and promote it as specified in your Strategic Plan of
Action.
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Implement your Strategic Plan Of Action |
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Begin implementing FAST TRACK
strategies to start collecting actual data from the market
(e.g. a Google Adwords campaign)
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Mine this data to find new "money terms," to
test the validity of your assumptions and market research, and
to help drive your other strategies.
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Begin implementing SLOW TRACK
strategies as specified in your Online
Business Strategy Plan (e.g. Article Marketing,
Social Media Marketing, Linkbuilding, etc ...)
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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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Make blog postings on your blog and others’ |
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Answer posts on forums and yahoo answers |
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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! |
