|
|
Steps
to Dominating your Market
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).
|
| |
|
|
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. |
| |
|
|
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. |
| |
|
|
Do the keyword research |
| |
|
Brainstorm the
core ones with a diverse
group |
|
|
“spy” on your
competitions' using tools |
|
|
use other tools to
expand the core list |
|
| |
|
|
Group keywords by the
conversation type (what is the potential
customer looking for?) |
| |
|
|
If you’re a real
estate agent, you’re 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 |
|
| |
|
|
Build landing pages on your site
for each conversation type |
| |
|
|
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. |
|
| |
|
|
Set up your own blog |
| |
|
|
Set up your adwords campaign
using the keywords, groupings and landing
pages |
| |
|
|
Monitor and test…EVERY
DAY |
| |
|
|
Split test ads
every day |
|
|
Adjust bids every
day |
|
|
Get rid of
non-performing keywords every
day |
|
| |
|
|
As soon as a great “money term” is
found, start the
search engine optimization process for that
term |
| |
|
|
Market 2-3
articles per week (or even
more) |
|
|
Make blog postings
on your blog and others’ |
|
|
Answer posts on
forums and yahoo answers |
|
| |
|
|
Move great “money terms” to
Yahoo and MSN pay per click advertising
engines |
| |
|
|
Rinse and repeat this process every 90
days! |
