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Marketing for seo

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Transcript

  • 1. Marketing for Active Evaluation
    May 2011
    Marketing Training
  • 2. How to be found
    Process Flow
    1.
    2.
    Prospect Searches for Our Services
    Uses a Number of Different Keywords
    3.
    Clicks on a Few of the Top Results on Page 1
  • 3. How to influence
    Process Flow
    4.
    5.
    Arrives on Blog Post Optimized for Keyword
    Reads Post and Clickson Ad/Linkin text ofBlog for Compelling Content
    6.
    Lands on Conversion Page and Registersfor Content
  • 4. How to track & measure
    Process Flow
    7.
    8.
    Registration Flowsto Salesforce Queue
    BDD Takes Over Lead and Reaches Out to Further Qualify
    9.
    10.
    BDDConverts to Opportunity or Changes Lead Status Field
    SEO and Campaign Tracking Shows Results
  • 5. How to be found: Behind the scenes
    Process Flow:
    Prospect Searches for Our Services
    Uses a Number of Different Keywords
    Clicks on a Few of the Top Results on Page 1
    1.
    2.
    3.
    How to Make it Work:
    • Select keywords with high traffic and low competition
    • 6. Use FREE Google Adword tool to find keywords forcompetition websites
    • 7. Make keyword left most in blog title
    • 8. Write a description to entice a searcher to click on your link
    • 9. Check the other top 20 ranked sites and try to get a link from them with the keyword anchor text
    • 10. Have other posts pointto this post with the keyword anchor text
    • 11. Make the keyword a tag
  • How to influence: Behind the scenes
    Process Flow:
    Arrives on BlogPost Optimizedfor Keyword
    Reads Post and Clicks on Ad / Link in text of Blog for Compelling Content
    Lands on Conversion Page and Registersfor Content
    4.
    5.
    6.
    How to Make it Work:
    • Show a visual example of the most attractive graph / diagram from the content
    • 12. Clearly communicate what the content is and how it will help them
    • 13. Create a unique registration page for each ad
    • 14. Entice them with more info if they read the registration content
    • 15. Provide a link to the conversion page in the ad
    • 16. Create a compelling display ad to draw attention
    • 17. Address a specific client problem that you have heard
    • 18. Provide guidance on how to solve it
    • 19. Always include an image or video
    • 20. Make the first sentence grab their attention
    • 21. Focus the content to make them want to register for the content without being ‘salesy’
  • How to measure: Behind the scenes
    Process Flow (cont’d):
    10.
    Registration Flowsto Salesforce Queue
    BDD Takes Over Lead and Reaches Out to Further Qualify
    BDD Converts to Opportunity or Selects Lead Status Field
    SEO & Campaign Shows Results
    7.
    8.
    9.
    How to Make it Work(cont’d):
    • Assign each conversion page URL with a campaign in Salesforce
    • 22. Sales Queue assigned to each campaign
    • 23. Clear what the registrant is interested in
    • 24. Follow-up within24 hours
    • 25. Track registrations in Salesforce
    • 26. Track keyword ranking in SEO tool
    • 27. Track conversion funnels in Google Analytics
    • 28. If opportunity, convert lead to opportunity directly to keep link with lead source
    • 29. If not, change lead status to dead or nurture