Transform Your Marketing: Master Your TOFU

IT’S TIME TO

TRANSFORM
YOUR MARKETING

Master Your TOFU:
Get Found Online
Reed Overfelt, CEO – FullQuota

Prepared by FullQuota on behalf of Microsoft

Google is your new business
card.

12b 2.75b 2.25b

17 billion
searches are
conducted
every month.

SOURCE: COMSCORE, AUGUST 2010 Prepared by FullQuota on behalf of Microsoft

46%
of daily searches are for
info on products or
services.
46%

Products
and Services

70% of the links search users
click on are organic – not paid.

“Which search result link
did you click on first?”
25%
PAID

70% ORGANIC


of all organic clicks go
to the top three
27%
organic search results.
20%

13%
10% 9%
7%
5% 4%
3% 3%

1 2 3 4 5 6 7 8 9 10


First
Page
…and done!


Bottom Line:

If Google can’t find you,
neither will anyone else.

1 Create AWESOME
Content

2 Optimize Content

3 Promote Content

4 Give Great
Directions

Creating exceptional and
unique content is the
foundation of getting
found online.
Great content is rewarded by users and search
engines alike.

thinking like a
marketer or
advertiser…


…START thinking
like a
publisher and
socializer.

1 Identify your
target buyer
persona!


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?

2 Map your
content to your
target buyer
persona!

Conduct an audit of your
existing content.

Things to look for…
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.

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.
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.
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.
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.
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.
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.
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.

Top Middle Bottom
of the Buying Cycle of the Buying Cycle of the Buying Cycle
Prospect knows there’s a Prospect recognizes a need Prospect seeks solution to
problem that needs to be for a solution like yours their need; ready to buy
solved

• Free whitepapers • Free webinars • Free trials
• Free guides & tip sheets • Case studies • Demos
• Free eBooks • Free sample • Free consultations
• Free checklists • FAQ sheets • Estimates or quotes
• Free videos • Product spec sheets
• Free kits (a combination
of any of the above)


Create an
3 editorial
calendar

4 Start creating
AWESOME
content

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.

Content DON’Ts
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.

Understand what motivates Google
(as well as bing and Yahoo)


Prepared by FullQuota on behalf of


Ranking Algorithm

f(n) = Relevance + Authority

Let’s talk about relevance

Relevance = On-Page SEO
The process of optimizing
your website and your
content around your target
keywords

Do #1: Optimize the top SEO elements.

URL(s): Search engines look at URLs as http://www. ERPforConstruction.com
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

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.


Now let’s focus on Authority

Authority = Off-Page SEO
The process of getting other
websites to link back to you.

Authority Is Determined By
Inbound Links


Creating meaningful and
relevant content is the best
way to improve the authority of
your website and content.


AWESOME Content Gets Shared!

8,191

SHARED content gets MORE links…

More AWESOME Content = More Links

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.


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.

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

SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

3a Pick the
right
channels.


Channel #1:
Blogging


Blog, and blog often.


Channel #2:
LinkedIn


LinkedIn is a must
for B2B marketers.


Channel #3:
Facebook


Facebook is an effective
B2B marketing tool. It’s
just not as good as some
of the others (yet!).


Channel #4:
Twitter


SOURCE: EMARKETER, APRIL 2011


Twitter = influence.
Start tweeting relevant, original
content you want to be shared!


Channel #5:
Paid Search


Paid Search is
great way to get
your content
found fast.
Organic is still best long term!

Channel #6, 7, 8:
Google+
Pinterest
Instagram

Participate in
3b channels with
awesome content
about your target
buyers and their
passions.


3c

Make it easy to share
Blogs • eBooks • Webinars • Demos • Newsletters • Everything!


Encourage users
share content
Example: Avanade ERP for
Construction Micro Website Prepared by FullQuota on behalf of

Encourage users
share content

Construction Micro Website Prepared by FullQuota on behalf of

Encourage users share
content


Give Great Directions

Create: ?

• Relevant websites
• Clear calls to action
• Compelling offers


Creating clear, relevant websites

Headline
Sub-Headline
Primary CTA

Secondary CTAs
Benefits

Customer Proof

Success Indicators
Features
Content Offer
Construction Micro Website


Clear Calls-To-Action

• 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

1 Create AWESOME Content

2 Optimize Content

Let’s
recap 3 Promote Content

4 Give Great Directions

ARE YOU READY TO

TRANSFORM
YOUR MARKETING?

SCHEDULE A CONSULTATION TODAY

Visit .com
or
Email reed.overfelt@fullquota.com

Image Sources
• Slide 3 - Courtesy of Stéfan http://www.flickr.com/photos/st3f4n/
• Slide 4 - Purchased from iStockphoto http://www.istockphoto.com/license
• Slide 5 - Courtesy of epSos.de http://www.flickr.com/photos/epsos/4962823635/sizes/l/in/photostream/
• Slide 8 - Screenshot taken by YMKM Agency, LLC
• Slide 14 - Courtesy of free-desktop-backgrounds http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-
images/Stop-sign.html
• Slides 16-18 - Purchased from iStockphoto http://www.istockphoto.com/license
• Slide 19 - Social icon graphic created by YMKM Agency, LLC; Mouse image courtesy of Microsoft clipart
• Slide 20 - Courtesy of FullQuota
• Slide 22 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml
• Slides 25-27, 58 - Courtesy of Microsoft clipart + YMKM Agency LLC illustration
• Slide 29 - Screenshot taken by YMKM Agency, LLC
• Slide 50 - Social icon graphic created by YMKM Agency, LLC; Hand image purchased from iStockphoto http://www.istockphoto.com/license
• Slides 52, 59, 62 – Courtesy of Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html
• Slides 63, 68 - Courtesy of IconFinder http://www.iconfinder.com/icondetails/58857/128/facebook_icon
• Slides 69, 76 - Courtesy of IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html
• Slide 86 - Courtesy of Stéfan http://www.flickr.com/photos/st3f4n/
• Slide 98 - Courtesy of wallygrom http://www.flickr.com/photos/33037982@N04/6178912266/sizes/o/in/photostream/
• Slide 99 - Courtesy of miniOnion http://www.flickr.com/photos/minionion/5927628227/sizes/l/in/photostream/

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