Top Funnel Audience Capture through Helpful, Compelling & Optimized Content
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From persona pain point analysis, this module will demonstrate the techniques used in making content timely, relevant and useful to your audiences. This module will familiarize you with how to optimize your content for search-ability, mobile browsing and channel fit across your blog sites, social networks and website landing pages. Find out what experts do to ensure their content topics, titles and posts have the greatest opportunity for audience attention and talk-worthiness.
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Top Funnel Audience Capture through Helpful, Compelling & Optimized Content
- 1. Top Funnel Audience Capture through Helpful, Compelling & Optimized Content Dr. Jim Barry May, 2017 Session III MKT 5225
- 2. Slide 2 Top-Funnel (Connect) Bottom-Funnel (Differentiate & Convert) Awareness (Stranger) Evaluation (Consider Your Business) Differentiation (Prefer Your Business) Session III: Top Funnel Content GettingAudiences to Know You Top/Mid-Funnel (Influence) Bottom/Mid-Funnel (Engage & Nurture) Interest (Know About Your Business) Personalized FREEmiums Thought LeadershipBrand Utility Visual Storytelling EvidenceReal-Time Help Community Expectation Community Expansion Community Excitement Like You Trust YouInspiring Your Community Validating Your Authority Know You Helping to Find You • Pain Point Alignment • Topic Appeal • Compelling Content • Optimization • Amplified Exposure
- 3. Slide 3 Getting to Know You…Theory-Backed Relationship Marketing Literature Support Knowing You is Key to Trusting You.
- 4. Slide 4 Content Credibility Inspiration Operational Helpfulness Engagement Generosity Thought Leadership Capability Market Foresight Trusted Authority Recognition Capacity for Content Resonance Empathy Visual Storytelling 2-Way Engagement Humor 0.42*** 0.34*** 0.22**0.21** 0.42*** *** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant) As measured by a. Klout b. Kred c. Klear Social Influence Study Results (n= 171) Getting to Know You…Empirically-Backed
- 5. Slide 5 Audiences Familiarity with Brand Requires: • Buyer journey relevance • Audience understanding of distinct value • Being on the right channels Content Planning for Top Funnel Audience Capture
- 6. Slide 6 Top Funnel Audience Capture Pain Point Alignment Top-of-Mind Frame-of-Mind Friend-of-Mine Topic Appeal Compelling Content Optimization Amplified Exposure Top Funnel Audience Capture
- 7. Slide 7 Content Planning for Pain Point Alignment 1) Source: Jay Baer, Youtility, 2013 (http://bit.ly/1n9xfht) Top of Mind Frame of Mind Friend of Mine 3 Ways to Fill Top Funnel1: • Top of Mind (ongoing ad presence) • Frame of Mind (buyer journey alignment) • Friend of Mine (valuable resource)
- 8. Slide 8 Top Funnel Audience Capture Pain Point Alignment Top-of-Mind Frame-of-Mind Friend-of-Mine Topic Appeal Compelling Content Optimization Amplified Exposure Top Funnel Audience Capture – Top of Mind The premise is that prospects remember you first when you maintain a consistent presence in the marketplace of messaging1, with: • Ongoing advertising and promotions that… • ...demonstrate pain point appreciation • …when prospects encounter their problem • …and seek out your value proposition 1) Source: Jay Baer, Youtility, 2013 (http://bit.ly/1n9xfht)
- 9. Slide 9 Building Top-of-Mind Awareness Address Pain Point Encounter Ready Prospect Introduce Value Proposition (Need, Benefit, Competitive Features)
- 10. Slide 10 Top Funnel Audience Capture Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaptation and iteration. No rights asserted.
- 11. Slide 11 Positioning Website Content for Value Proposition Need/Problem/Pain Benefit Search Advantage Features Allergy Relief Improved Lung Function & Sinus Relief Natural (no side effects) Nutrients qualifying for powerful antioxidants The Case of Quail Eggs
- 12. Slide 12 Positioning Website Content for Value Proposition Need/Problem/Pain Benefit Search Advantage Features The Case of Custom Tailors Camera Ready Charisma Dressed to Exude Confidence Classy Appearance with Cover-Up Made-to-Fit Suits
- 13. Slide 13 Positioning Website Content for Value Proposition Need/Problem/Pain Benefit Search Advantage Features The Case of Cosmetic Dentistry Confidence in Intimacy Sexy Smile Strongest & Most Natural Feature to Invite a Kiss Molar to Molar Porcelain Veneers
- 14. Slide 14 Persona #1: Newly Wed Home Starters. Need (Pain Point): Budget limited mortgage Family oriented residence First purchase handholding Persona #2: Job Transients. Need (Pain Point): Quick move Prior home burden relief Semi-permanent residence Persona #3: ROI Maximizers. Need (Pain Point): Undervalued homes Future profit potential Wealth management Persona #4: Post-Distress Downscalers. Need (Pain Point): To reestablish themselves within their means Minimal emotional loss Future adaptable living conditions Persona #5: Twilight Year Downscalers. Need (Pain Point): Twilight year comforts Minimal maintenance living Retirement & family accommodations Persona #6: Secondary Home Florida Snowbirds. Need: Vacation home Off season snowbird rental property Season renting in tough economies Pain Point/Persona-Driven Landing Pages The Case of Residential Real Estate
- 15. Slide 15 Real Estate Buyer Segment Needs Persona Competition Pain Point #1 Pain Point #2 Pain Point #3 Newly Wed Home Starters Leasing/ Rentals, Owner Direct Purchase, Pre- Construction Budget Limited Mortgage Family Oriented Residence First Purchase Handholding Benefit 1 Benefit 2 Benefit 3 Benefit 1 Benefit 2 Benefit 3 Benefit 1 Benefit 2 Benefit 3 Borrowing Assistance Credit Defined Borrowing Options Budget Planning Neighborhood Fit Community Understanding Protection Budget Assistance Extensive Closing Support Home Evaluation Guidance FEATURES FEATURES FEATURES FEATURES FEATURES FEATURES FEATURES FEATURES FEATURES Federal mortgage programs, FHA loans, HUD houses, etc. Minimal down payment packages; debt leverage assistance Total lifestyle calculations Lifestyle planning support Overviews of community culture, activities, etc. Security overviews & detection of projected community risks Offer negotiation support Insurance searches, down payment / rate planning, etc. Inspection support ADVANTAGE ADVANTAGE ADVANTAGE ADVANTAGE ADVANTAGE ADVANTAGE ADVANTAGE ADVANTAGE ADVANTAGE Interest tax deductions Credit building Equity building Broader view of activities & social atmosphere Enriched home experience Confidence to roam community Sooner realization of home investment New start anxiety relief Early risk detection Value Proposition 1 Value Proposition 2 Value Proposition 3 With XXX Properties, you can capitalize on our extensive brokerage network & lifestyle planning expertise to maximize your debt leverage in line with your creditworthiness and income. Our long standing knowledge and involvement in your targeted community will assure you the neighborhood protection and social atmosphere suitable to your desired lifestyle. And to relieve you of the anguish from first time home buying, our extensive experience in home purchase negotiations and inspections assures you a smooth closing process and early detection of living concerns. Pain Point/Persona-Driven Landing Pages } The Case of Real Estate
- 16. Slide 16 Real Estate Buyer Segment Needs Persona Competition Pain Point #1 Pain Point #2 Pain Point #3 Job Transients Residence Inn, Apartments, Corporate Accommodations Quick Move Prior Home Burden Relief Semi-Permanent Residence Benefit 1 Benefit 2 Benefit 3 Benefit 1 Benefit 2 Benefit 3 Benefit 1 Benefit 2 Benefit 3 Immediate Candidate Locations Smooth Transition Ready to Occupy Reimbursement Allowed Transactions Minimal Sale Loss Double Mortgage Avoidance Temporary Residence Loose Obligations Exit Strategies FEATURES FEATURES FEATURES FEATURES FEATURES FEATURES FEATURES FEATURES FEATURES Local listings, relocation consultation Expedited credit approval & financing procedures Unit prep & move support, available inventory Expertise to meet corporate reimbursement guidelines Experience in contingency sales; local listings for buyer prospects Bridge Financing Favorable access to rental units Short term lease with option to buy Homes with appreciating market value ADVANTAGE ADVANTAGE ADVANTAGE ADVANTAGE ADVANTAGE ADVANTAG E ADVANTAGE ADVANTAGE ADVANTAGE Family settling Capacity beyond temporary residence No offsite storage (e.g., for temp residence) Cash from sale Ongoing remote maintenance of former home Peace of mind Rental discounts Low risk opportunity to leave Limited financial exposure Value Proposition 1 Value Proposition 2 Value Proposition 3 With XXX Properties, we find immediately available units to expedite your move while customizing financial packages in line with your budget and credit strength in order to provide a smooth transition to your new job location. And with your prior home, count on us to work within the guidelines of your corporate move package. Our nationwide network of realtors and experience in bridge loan financing and other contingency sales instruments will avoid the strains of compounding mortgages. Finally, our experts will help identify temporary residence locations and lease/option financing in the event your move may not last. Moreover, we have an excellent track record of identify homes with growing market value to alleviate concerns of a move regret. Pain Point/Persona-Driven Landing Pages } The Case of Real Estate
- 17. Slide 17 Real Estate Buyer Segment Needs Segment Competition Pain Point #1 Pain Point #2 Pain Point #3 ROI Maximizers Money Market Portfolios, Land Undervalued Homes Future Profit Potential Wealth Management Benefit 1 Benefit 2 Benefit 3 Benefit 1 Benefit 2 Benefit 3 Benefit 1 Benefit 2 Benefit 3 Depressed Economy Opportunities Cash Motivated Sellers Sellers Motivated by Burden Relief Potential for High Market Appreciation Developing Neighborhoods Scarce Land Opportunities Optimal Tax Benefits Secured Collateral for Borrowing Leverage Balance Sheet Improvement FEATURES FEATURES FEATURES FEATURES FEATURES FEATURES FEATURES FEATURES FEATURES Real estate agent expertise in foreclosures & short sales Large listing of homes following job relocations or financial difficulties Inventory of inherited homes or divorce settlement property sales High valued fixer upper (kitchen, bathrooms) that outweigh costly repairs Homes in high infrastructure growth, strong school districts, land development, etc. Zone restriced or otherwise saturated community areas with high value Mortgage interest & property tax deduction; potential profit exemptions from federal taxes Mortgage value in credit building; equity growth with mortage payment Growth in equity borrowing with house appreciation ADVANTAGE ADVANTAGE ADVANTAGE ADVANTAGE ADVANTAGE ADVANTAGE ADVANTAGE ADVANTAGE ADVANTAGE Above average cash deals High buyer power Negotiable strength Opportunity for sweat equity Accelerated growth opportunity Long-term value Minimal tax exposure Lender familiarity High residual value for lender confidence Value Proposition 1 Value Proposition 2 Value Proposition 3 With XXX Properties, we have large inventories of short sale and settlement properties for investors seeking high pay-off opportunities from undervalued homes. And through our unique insights into community planning and housing value appreciation, your property investment is well positioning to capitalize on future market growth. Moreover, investment in properties provides a far greater opportunity to improve your borrowing leverage and wealth management while minimizing tax consequences from future sales. Pain Point/Persona-Driven Landing Pages } The Case of Real Estate
- 18. Slide 18 Pain Point/Persona-Driven Landing Pages The Case of Leadership Training Download “The Leadership Road” – Part I
- 19. Slide 19 Top Funnel Audience Capture Pain Point Alignment Top-of-Mind Frame-of-Mind Friend-of-Mine Topic Appeal Compelling Content Optimization Amplified Exposure The premise is that when your prospect is ready, they will find you (i.e., inbound marketing)1 • Content served to those raising their hands • Content aligned with buyer purchasing stage (top to bottom funnel) 1) Source: Jay Baer, Youtility, 2013 (http://bit.ly/1n9xfht) Top FunnelAudience Capture – Frame of Mind
- 20. Slide 20 Top FunnelAudience Capture Aligning with Buyer Journey Graphic Source: B2B Buyer Journey (http://bit.ly/2lPii6E) Today: Prospective buyers are 60-70% through journey before contacting vendors.
- 21. Slide 21 Content Planning for Buyer Journey Realize Problem or Need Perform Research Establish Buying Criteria Evaluate Solutions Tutorial Blogs • Top 10 considerations for calculating HOA special assessments • 8 Ways to generate residential property revenue beyond rents & dues • A guideline for minimizing community property security expenditures Explainer Videos • Top 10 reasons why property managers fail to balance budgets • 6 reasons why HOAs lose their grip on delinquent collections • Using special assessments and credit lines in lieu of annual due increases Live-cast • 12 ways to boost tenant referrals and renewals • How to adequately account for hurricane preparation expenditures • Securing lines of credit for property management overruns
- 22. Slide 22 Realize Problem or Need Perform Research Establish Buying Criteria Evaluate Solutions eBook •Securing lines of credit for HOAs •How to manage bank foreclosures as rentals •Unlock the secrets to maximizing community property cash flow Targeted Newsletter •Property management positions posted on LinkedIn •Interview with Continental Group on COA/HOA collections challenges •New property developments in Palm Beach County Reviews •Review of top rated residential property management software •Preview of Fall 2017 South Florida Property Mgmt. EXPO Content Planning for Buyer Journey
- 23. Slide 23 Realize Problem or Need Perform Research Establish Buying Criteria Evaluate Solutions Webinar • Unlocking the secrets to maximizing community property cash flow Case Study • How one company renovated properties in a tough economy Content Planning for Buyer Journey
- 24. Slide 24 Realize Problem or Need Perform Research Establish Buying Criteria Evaluate Solutions Decision Aids • Special assessment worksheets for calculating budget overruns Self-Help App • Time sheet and real-time expense tracker Content Planning for Buyer Journey
- 25. Slide 25 Top Funnel Audience Capture Pain Point Alignment Top-of-Mind Frame-of-Mind Friend-of-Mine Topic Appeal Compelling Content Optimization Amplified Exposure The premise is that prospects allow you in their circle of trust as they consider you a valuable resource1 • No need to find you – they know you • Helpful apps provide repeat brand exposure 1) Source: Jay Baer, Youtility, 2013 (http://bit.ly/1n9xfht) Top FunnelAudience Capture – Friend of Mine
- 26. Slide 26 Top FunnelAudience Capture – Friend of Mine
- 27. Slide 27 Top FunnelAudience Capture – Friend of Mine
- 28. Slide 28 Content Planning for Call to Action Fit Call to Action Call to Action Call to Action
- 29. Slide 29 Top Funnel Audience Capture
- 30. Slide 30 Use Calls to Action for: • Registering for live cast or webinar • Downloading white papers, case studies, reports or eBooks • Joining live events • Following on Facebook, Twitter or Pinterest • Sharing with friends • Subscribing to newsletters and blogs • Offering comments • Posing questions • Requesting demos or more information • Buying through shopping carts Content Planning for Call to Action Fit
- 31. Slide 31 Top Funnel Audience Capture Pain Point Alignment Topic Appeal Trended vs. Evergreen Audience Orientation Unique Perspective Compelling Content Optimization Amplified Exposure Top Funnel Audience Capture Timely Relevant Interesting Selecting Topics Requires: • Leading edge, distinguishable expertise • Acknowledgement of audience pain points • Evergreen content for lasting appeal
- 32. Slide 32 Top Funnel Audience Capture Pain Point Alignment Topic Appeal Trended vs. Evergreen Audience Orientation Unique Perspective Compelling Content Optimization Amplified Exposure Top Funnel Audience Capture
- 33. Slide 33 Content Planning for Topic Ideation
- 34. Slide 34 Content Planning for Topic Ideation
- 35. Slide 35 Content Planning for Evergreen Content
- 36. Slide 36 Top Funnel Audience Capture Pain Point Alignment Topic Appeal Trended vs. Evergreen Audience Orientation Unique Perspective Compelling Content Optimization Amplified Exposure Top Funnel Audience Capture “I know exactly how you feel”1 1) Source: http://bit.ly/2q4higD
- 37. Slide 37 Content Planning for Audience Understanding Tutorial Blogs • Top 10 considerations for calculating HOA special assessments • 8 Ways to generate residential property revenue beyond rents & dues • A guideline for minimizing community property security expenditures Explainer Videos • Top 10 reasons why property managers fail to balance budgets • 6 reasons why HOAs lose their grip on delinquent collections • Using special assessments and credit lines in lieu of annual due increases Podcasts • 12 ways to boost tenant referrals and renewals • How to adequately account for hurricane preparation expenditures • Securing lines of credit for property management overruns The Case of a Real Estate Accountant
- 38. Slide 38 Content Planning for Pain Points Tutorial Blogs • Top 10 considerations for calculating HOA special assessments • 8 Ways to generate residential property revenue beyond rents & dues • A guideline for minimizing community property security expenditures Explainer Videos • Top 10 reasons why property managers fail to balance budgets • 6 reasons why HOAs lose their grip on delinquent collections • Using special assessments and credit lines in lieu of annual due increases Podcasts • 12 ways to boost tenant referrals and renewals • How to adequately account for hurricane preparation expenditures • Securing lines of credit for property management overruns The Case of a Real Estate Accountant
- 39. Slide 39 Top Funnel Audience Capture Pain Point Alignment Topic Appeal Trended vs. Evergreen Audience Orientation Unique Perspective Compelling Content Optimization Amplified Exposure Top Funnel Audience Capture
- 40. Slide 40 Unique Perspective Voice of: • Moms • Academics • Techies (e.g. SEO) • Entrepreneurs Business Segment: • B2B/B2C • Retail • Industry (e.g. real estate) Liberal Perspective Conservative Perspective
- 41. Slide 41 Top Funnel Audience Capture Pain Point Alignment Topic Appeal Compelling Content Attention Getting & Digestible Share-worthiness Talk-worthiness Optimization Amplified Exposure Top Funnel Audience Capture Compelling Content Requires: • Eye opening readership • Motivation to engage • Motivation to spread the word
- 42. Slide 42 Top Funnel Audience Capture Pain Point Alignment Topic Appeal Compelling Content Attention Getting & Digestible Share-worthiness Talk-worthiness Optimization Amplified Exposure Top Funnel Audience Capture
- 43. Slide 43 Content Planning for Attention Getting
- 44. Slide 44 Content Planning for Readership
- 45. Slide 45 Making Your Content Digestible •Write Like You Speak •Use Visuals •Use Well Crafted Titles • 5 Ways to… • 7 Steps to… • 10 Reason Why…
- 46. Slide 46 • GET RID OF THIS GUY! What NOT to Do
- 47. Slide 47 • Compelling Make Sure Topics are Well Understood
- 48. Slide 48 Making Your Content Digestible Concise • Use bullets and lists to edit out unnecessary words • Make sentences and paragraphs short (< 6 lines paragraph) • Break up text with headings and subheadings • Highlight key points in quotes or bolded phrases • Use easy to read fonts
- 49. Slide 49 Designing Top Funnel Content for Share-worthiness & Talk-worthiness Share-worthyTalk-worthyLikeability
- 50. Slide 50 Top Funnel Audience Capture Pain Point Alignment Topic Appeal Compelling Content Attention Getting & Digestible Share-worthiness Talk-worthiness Optimization Amplified Exposure Top Funnel Audience Capture People share for: • Bragging rights (heard here first) • Lightening moods & lifting spirits • Validating expertise, community or perspectives
- 51. Slide 51 Top FunnelAudience Capture – Share-worthiness About Fans Emotional Timely Visual Share-worthiness
- 52. Slide 52 Top Funnel Audience Capture Pain Point Alignment Topic Appeal Compelling Content Attention Getting & Digestible Share-worthiness Talk-worthiness Optimization Amplified Exposure Top Funnel Audience Capture People remark on content to: • Join the discussion • Voice their opinions • Ask advice
- 53. Slide 53 Top Funnel Audience Capture Poll Debate Ask Question Answer Question Talk-worthiness
- 54. Slide 54 Top Funnel Audience Capture What else would the Fox say? What other dumb ways are there to die?
- 55. Slide 55 Polls for Talkworthiness
- 56. Slide 56 Top Funnel Audience Capture Pain Point Alignment Topic Appeal Compelling Content Optimization Searchable Content Content Delivery Mix Channel/Media Fit Amplified Exposure Top Funnel Audience Capture
- 57. Slide 57 Top Funnel Audience Capture Pain Point Alignment Topic Appeal Compelling Content Optimization Searchable Content Content Delivery Mix Channel/Media Fit Amplified Exposure Top Funnel Audience Capture Searchable Content • Benefit: Has lasting impact on audience attraction • Drawbacks: Requires knowledge of search engine optimization • Complex keyword & SEO strategies • Stiff competition • Lengthy gestation
- 58. Slide 58 Using Paid Search for Organic Search-ability Paid Search Natural (Organic) Search B2C Example
- 59. Slide 59 Using Paid Search for Organic Searchability Paid Search Natural (Organic) Search B2B Example
- 60. Slide 60 What comes first? • Blog posts or landing page value propositions? • Value propositions or SEO? • SEO or blog posts? Content Planning for Optimization
- 61. Slide 61 Search Engine Optimizing Content Identifying keyword opportunities • Delicate balance between user friendliness and search friendliness • Start with value propositions Too much search speak }
- 62. Slide 62 Search Engine Optimization – Finding the Right Terms Business Relevance TargetRelevance Upward Trending
- 63. Slide 63 Search Engine Optimization – Finding the Right Terms Find keywords that are: • Appropriate to audience’s pain points or passions • Appropriate to buyer journey • Trending upward • Optimally targeted • Long-tailed
- 64. Slide 64 Audiences Specific Targets Challenges/Pain Pts. Inflammatory Diseases Allergy Prone Out of Breath, Itch & Drowsiness Antioxidants Natural Allergy Treatment Free Radicals Gourmet Chef Recipes Chefs Worry Free, High Value Appetizers Canapes Master Chef Food Safety Adult Youthfulness Seniors Sexual Vitality & Health Anti-Aging High Protein Diets Sexual Performance Child Development Moms Kid Friendly Nutrition Brain Food Choline Baby Development Quail Egg Wholesaling Key Word Candidates Search Engine Optimization – Finding the Right Terms Start with Pain Points
- 65. Slide 65 Audiences Specific Targets Challenges/Pain Pts. Property Management Residential Property Managers Cost Control & Operational Efficiencies Property Managers Property Management Software Home Owners Associations High Income Wealth Management Medical Professions, Executives & Celebrities Investment Returns Accounting Services Asset Management Wealth Management Real Estate Accounting Real Estate Investors Tax Exposure Real Estate Accounting Buying Real Estate Property Accounting Small Business Services Start-ups Operational Funding Operating Budgets Small Business Accounting Software Accounting Accounting Consultation Key Word Candidates Search Engine Optimization – Finding the Right Terms Start with Pain Points
- 66. Slide 66 Audiences Specific Targets Challenges/Pain Pts. Temporary Living - Campus Community University Students Fitting In University Housing Off Campus Living Student Housing Temp Living - Career Change & Vacationing Snowbirds, Job Relocating Families Acclimation & Temporary Living Stress Temporary Residence Home Move Vacation Homes Golf Communities Retirees & Golf Enthusiasts Getting Around the Grounds Golf Communities Active Adult Communities Country Clubs Equestrian Communities Equestrian Enthusiasts & Horse Farmers Horse Care Facilities Horse Farms Polo Grounds Equestrian Properties First Time Home Buyers Newlyweds Dollar Stretching Homes for Sale Affordable Mortgage Wedding Planning Real Estate Key Word Candidates Search Engine Optimization – Finding the Right Terms Start with Pain Points
- 67. Slide 67 Getting Found with Search Engine Marketing Find keywords that are: • Appropriate to audience’s pain points or passions • Appropriate to buyer journey • Trending upward • Optimally targeted • Long-tailed
- 68. Slide 68 Getting Found with Search Engine Marketing Segment Top-Funnel Mid-Funnel Bottom-Funnel Real Estate University Housing Off Campus Apartments Rental Properties Real Estate Accountant Asset Management Undervalued Assets Real Estate Property Quail Eggs - Entertainment Master Chef Recipes Safe Gourmet Appetizers Quail Eggs Canapes Quail Eggs - Health & Beauty Inflammatory Diseases Natural Asthma Cures Quail Egg Antioxidents Cosmetic Dentistry Makeovers Cosmetic Dentistry Dental Implants Examples of Search Phrases Across Buying Cycle Need Benefit Product/Service
- 69. Slide 69 Getting Found with Search Engine Marketing Find keywords that are: • Appropriate to audience’s pain points or passions • Appropriate to buyer journey • Trending upward • Optimally targeted • Long-tailed
- 70. Slide 70 Find keywords that are: • Appropriate to audience’s pain points or passions • Appropriate to buyer journey • Trending upward • Optimally targeted • Trended • Popular • Not too broad in scope • Non-competitive • Relevant to your business and audience • Long-tailed Getting Found with Search Engine Marketing
- 71. Slide 71 Getting Found with Search Engine Marketing Operative Phrase Reach (Monthly Inquiries) Trend (Google Trends) Competitive (Adwords) Target Relevance Business Relevance HOA Dues Moderate (27K) Rising Low High (Property Management Issue) High (Accounting Expertise) Residential Rental Property High (550K) Falling High High (Property Management Issue) High (Accounting Expertise) Property Security Moderate (65K) Steady to Falling Medium Moderate (Property Management Issue) Moderate (Accounting Expertise) HOA Management Moderate (15K) Rising Medium Moderate (Property Management Issue) High (Accounting Expertise) Residential Property Moderate (50K) Falling Medium Moderate (Property Management Issue) Moderate (Accounting Expertise) Property Manager High (246K) Steady Medium Low-Moderate (incl. Commercial Properties) Moderate (Accounting Expertise) HOAs Moderate (50K) Steady Low Moderate (Property Management Issue) Moderate (Accounting Expertise) Residential Rental Property High (550K) Falling High High (Property Management Issue) High (Accounting Expertise) Property Manager High (246K) Steady Medium Low-Moderate (incl. Disaster Prep) Low-Moderate (Accounting Expertise) Property Manager Checklist: Accounting for Hurricane Preparation Expenditures 8 Tips for Generating Residential Rental Property Income Beyond Rents & Dues 5 Ways to Minimize Community Property How to Account for HOA Management Reserves 7 Residential Property Management Steps for Top 10 Reasons Why Property Managers Fail to Balance Annual Budgets Accounting Consultation TALKworthy Blog Titles Top 10 Reasons why HOA Special Assessments favor HOA Due Increases 6 Reasons Why HOAs Lose Their Grip on How to Boost Residential Rental Property Referrals and Renewals
- 72. Slide 72 Getting Found with Search Engine Marketing Find keywords that are: • Appropriate to audience’s pain points or passions • Appropriate to buyer journey • Trending upward • Optimally targeted • Long-tailed
- 73. Slide 73 Exploring Long-tailed Terms & Derivatives Keyword Phrase Avg. Page Views Per Month Pay Per Click Competition Est. Avg. CPC Avg. Position @ $3 CPC Avg. Position @ $6 CPC dentist in miami 4400 Avg $4.40 1-3 1-3 √ boca dentist 6600 Low $7.36 1-3 1-3 √ south florida dental 2900 Avg $3.29 1-3 1-3 √ fort lauderdale dental 3600 Avg $4.10 1-3 1-3 fort lauderdale dentist 5400 High $6.37 4-6 1-3 boca raton dentist 5400 High $7.08 1-3 1-3 √ boca raton dental 3600 Avg $4.75 1-3 1-3 ft lauderdale dentist 3600 High $5.93 1-3 1-3 south florida dentist 2400 High $5.19 1-3 1-3 √ plantation dental 1600 Avg $3.74 1-3 1-3 √ dentist broward county 1600 Avg $4.68 1-3 1-3 √ pembroke pines dental 1000 Avg $2.93 1-3 1-3 √ fort lauderdale dentistry 2400 Avg $7.92 4-6 1-3 √ pembroke pines dentist 1000 Avg $3.61 1-3 1-3 √ davie dentist 1000 Avg $3.80 1-3 1-3 boca raton dentistry 2400 Avg $10.17 4-6 1-3 fort lauderdale dentists 1000 High $4.36 1-3 1-3 plantation dentist 1300 High $5.83 1-3 1-3 √ broward county dentist 1000 Avg $4.65 1-3 1-3 √ boca raton dentists 1000 Avg $5.02 1-3 1-3 ft lauderdale dentistry 1900 Avg $9.55 4-6 1-3 pompano beach dentist 590 High $3.90 1-3 1-3 dentists in miami 590 Avg $4.40 1-3 1-3 Best Cosmetic Dental Terms in South Florida
- 74. Slide 74 Search Engine Optimization Strategic Application of Terms Headers Link-worthiness FreshContent
- 75. Slide 75 To be ranked as an authority, your content must go beyond mere relevance • Content must be fresh • Blog posts • Commentary • Content must be rich in targeted keywords • Keyword density (2-4%) vs. keyword stuffing • Content must attract links from relevant & high performing sites • Validating others • Source of credibility Search Engine Optimizing – Building Authority
- 76. Slide 76 To be ranked as an authority, your content must go beyond mere relevance • Content must be fresh • Blog posts • Commentary • Content must be rich in targeted keywords • Keyword density (2-4%) vs. keyword stuffing • Content must attract links from relevant & high performing sites • Validating others • Source of credibility Search Engine Optimizing – Building Authority
- 77. Slide 77 To be ranked as an authority, your content must go beyond mere relevance • Content must be fresh • Blog posts • Commentary • Content must be rich in targeted keywords • Keyword density (2-4%) vs. keyword stuffing • Content should attract links from relevant & high performing sites • Authority can outweigh content SEO • Should be consistent from source to landing page • But avoid black hat SEO Search Engine Optimizing – Building Authority Recognition & Validation
- 78. Slide 78 Strategic placement of keyword opportunities requires: • Simple indexing • One or two primary terms per landing page • Relevant derivatives (latent semantic indexing - LSI) • Capitalizing on prime real estate • Mobilizing Search Engine Optimizing – Strategic Placement
- 79. Slide 79 Quail Egg Example for Asthma and Allergies Search Engine Optimizing – Strategic Placement
- 80. Slide 8080 Quail Egg Example for Asthma and Allergies Search Engine Optimizing – Strategic Placement
- 81. Slide 81 Strategic placement of keyword opportunities requires: • Simple indexing • Capitalizing on: • URLs • Tags • Top of visible page text • Headers & file names • Inbound links (anchor text) • Meta-tags (page titles) • Mobilizing Search Engine Optimizing – Strategic Placement
- 82. Slide 82 Keyword Phrase Volume Competition Trend Target Audience Relevance Business Relevance Topic Relevance Blog & Website Domain Long-Tail YouTube Viral Videos 720 Low Tapering Rise Moderate-High Moderate High Moderate-High Long-Tail Viral YouTube Videos 720 Low Tapering Rise Moderate-High Moderate High Moderate-High Long-Tail Most Viewed YouTube Videos 14800 Low Rising Moderate Low-Moderate Moderate Moderate Long-Tail Top YouTube Videos 8100 Low Tapering Rise Moderate-High Low-Moderate High Moderate Short-Tail Viral Videos 14800 Low Steady High Moderate High Moderate Long-Tail Most Viral Videos 480 Low Steady Rise Moderate-High Moderate High Moderate-High Short-Tail Social Video 390 High Tapering Rise Moderate-High Moderate-High Moderate-High High Long-Tail Social Media Video 320 High Tapering Rise Moderate-High Moderate-High Moderate-High High Humor in Advertising 140 Low Tapering Rise Moderate Moderate High Moderate-High Funny Commercial Youtube 590 Low Tapering Rise Moderate Moderate Moderate Moderate Funny YouTube Videos 22200 Low Tapering Rise Low-Moderate Low-Moderate Moderate Moderate Top Viral Videos 1300 Low Steady Moderate Moderate High Moderate Funny Viral Videos 1300 Low Steady Moderate Moderate High Moderate Funny Videos on YouTube 14800 Low Steady Moderate Low-Moderate Moderate Moderate Edutainment 1300 Low Falling Moderate Low-Moderate Moderate Moderate-High Funny Commercials 12100 Low Down Low Low Moderate Moderate SEO for Humorous Ad Blog Search Engine Optimizing – Strategic Placement Determining Tags (Optimizing Relevance)
- 83. Slide 83 Strategic placement of keyword opportunities requires: • Simple indexing • Capitalizing on: • URLs • Tags • Top of visible page text • Headers & file names • Inbound links (anchor text) • Meta-tags (page titles) • Mobilizing Search Engine Optimizing Content
- 84. Slide 8484 Search Engine Optimizing Content The Case of Cosmetic Dentistry
- 85. Slide 85 Strategic placement of keyword opportunities requires: • Simple indexing • Capitalizing on: • URLs • Tags • Top of visible page text • Headers & file names • Inbound links (anchor text) • Meta-tags (page titles) • Mobilizing Search Engine Optimizing Content
- 86. Slide 86 Search Engine Optimizing Content The Case of The Leadership Road
- 87. Slide 87 Strategic placement of keyword opportunities requires: • Simple indexing • Capitalizing on: • URLs • Tags • Top of visible page text • Headers & file names • Inbound links (anchor text) • Meta-tags (page titles) • Mobilizing Search Engine Optimizing Content
- 88. Slide 88 Mobilegeddon Websites now receive a lower ranking in search engine results if they are not mobile optimized.
- 89. Slide 89 Mobile Browsers Facebook Instant Articles Google AMP Apple News
- 90. Slide 90 Top Funnel Audience Capture Pain Point Alignment Topic Appeal Compelling Content Optimization Searchable Content Content Delivery Mix Channel/Media Fit Amplified Exposure Optimizing Channels and Media - Timing
- 91. Slide 91 Content Mix - 5-3-2- Rule For every 10 posts: • Five should be content from others • relevant to your audience • Three should be content from you • relevant to your audience • not directly selling your products • Two should be personal • something non-work related • to help humanize your brand 5-3-2 Rule 5 3 2
- 92. Slide 92 Content Posting Rules for Top-Funnel Attention •Key tips • Keep posts short (< 80 characters) • Post 4x a week • Use photos and videos (for mobile) •Best times to post: • 12PM, 3PM & 7PM • Wednesdays and Sundays • Audience dependent
- 93. Slide 93 Posting Content to Meet Audience Consumption Patterns
- 94. Slide 94 Top Funnel Audience Capture Pain Point Alignment Topic Appeal Compelling Content Optimization Searchable Content Content Delivery Mix Channel/Media Fit Amplified Exposure Optimizing Channels and Media - Timing
- 95. Slide 95 Audiences familiarity with brand requires the right channels • Network channel fit • Purpose (e.g., B2B networking, retailing, community) • Experience (e.g., live, short-lived, personal) • Demographics (current audience, target) • SEO impact • Advertising options • Communication media fit Content Planning for Network Channel Fit Source: http://bit.ly/2nldeL1
- 96. Slide 96 Audiences familiarity with brand requires the right channels • Network channel fit • Communication media fit • Audio (Car, Fitness Center, Walking) • Video (Authenticity) • Live (Engagement, Current) • Text (SEO) • Imagery (Sharing) Content Planning for Media Fit Source: Impact (Joe Reinaldi) - http://bit.ly/2gJhroH
- 97. Slide 97 Content Planning for Media Strategy • Designed for user generated circulation • Channel/media platform created and controlled by yourself • Reports or editorials created by journalists • Time or space purchased on someone else’s platform Paid Media Earned Media Shared Media Owned Media
- 98. Slide 98 Earned Media Earned media from blogger and influencer relations provides: • Highest returns • Highest credibility • Lasting impact
- 99. Slide 99 Paid Media Sponsored posts & other paid media offer: • Immediate payback • Scalable options • Control of targeted audience and messaging
- 100. Slide 100 Content Planning for Paid Media BUT advertising for followers • Requires sizeable investment • Short circuits trust building & likeability • Is not well supported by Facebook
- 101. Slide 101 Owned Media Owned media (e.g., blogs sites, podcasts, webinars, videos, customer stories) provides: • Control • Cost efficiency • Longevity • Niche audiences
- 102. Slide 102 Shared Media Shared media (e.g., Facebook, Instagram, Pinterest Twitter, Snapchat, Twitter, etc.) offers: • Cost efficiency • Credibility (message endorsement) • BUT lacks control & tracking
- 103. Slide 103 Top Funnel Audience Capture Pain Point Alignment Topic Appeal Compelling Content Optimization Amplified Exposure Social Shares & Likes Look-alikes Featured Contributions Top Funnel Audience Capture
- 104. Slide 104 Top Funnel Audience Capture Pain Point Alignment Topic Appeal Compelling Content Optimization Amplified Exposure Social Shares & Likes Look-alikes Featured Contributions Top Funnel Audience Capture
- 105. Slide 105 Top Funnel Audience Capture Likes help organic reach (to a point) • “Likes” rewards your post in front of more people • The more you are seen, the more people know you Social Shares” provides higher search visibility • Some Hummingbird sensitivity to social shares • The more sharing, the greater the chance for links FOLLOW US
- 106. Slide 106 Top Funnel Audience Capture Pain Point Alignment Topic Appeal Compelling Content Optimization Amplified Exposure Social Shares & Likes Look-alikes Featured Contributions Top Funnel Audience Capture
- 107. Slide 107 Top Funnel Audience Capture Pain Point Alignment Topic Appeal Compelling Content Optimization Amplified Exposure Social Shares & Likes Look-alikes Featured Contributions Top Funnel Audience Capture
- 108. Slide 108 Top Funnel Audience Capture Pain Point Alignment Top-of-Mind Frame-of-Mind Friend-of-Mine Topic Appeal Trended vs. Evergreen Audience Orientation Unique Perspective Compelling Content Attention Getting & Digestible Share-worthiness Talk-worthiness Optimization Searchable Content Content Delivery Mix Channel/Media Fit Amplified Exposure Social Shares & Likes Look-alikes Featured Contributions Top Funnel Audience Capture
- 109. Slide 109 Group Project 2a Background (FOR EVENING CLASS ONLY) Part 2a: Creating Optimized Blog Content for Top-Funnel The assignment includes both analysis (e.g., establishing keyword density and identifying latent semantic indexing) and content development (e.g., blog post with SEO). Part I: Construct a Blog(s) (See Appendix example) After reading Chapter 4 & 8, create a blog post of approximately 500 words relevant to your business segment’s top funnel interests. An example is shown for a real estate accounting manager (targeting to property managers) in the Appendix. Part II: Table of Keywords (See Appendix example) Then from any analysis of keyword phrases (long and short-tailed terms) selected for search engine performance, weave your key word selections into your blog post developed in Part I above so as to achieve an optimal keyword density (e.g., approx. 2% of total blog post words) for all primary terms and latent semantic indexing (e.g., approx. 4% of blog words). Part III: Table of Keywords In less than 60 characters (with spaces), craft your blog post title so that it is attention getting yet conveys your expertise and knowledge of the customer’s pain points. Use at least one of your keywords. Part IV: Apply Keyword Phrases to Blog (See Appendix example) Defend your response with color coded wording in the blog post as well as a table highlighting why you selected various terms as primary or latent semantic indexing. Notice from the Appendix how this was done. For sources of keyword volume, trends, etc., check out Semrush or WordStream. In essence, you are modifying your original blog post to score high on search engine results. Make sure to apply both short-tailed and long-tailed terms in your use of primary terms and latent semantic indexing.
- 110. Slide 110 Group Project 2a Background (FOR EVENING CLASS ONLY) Grading Rubric Blog title and introduction has an effective attention getter Blog title conveys your expertise and knowledge of pain points Blog construction follows rules of effective posting Blog content addresses pain points or other key persona interests Overall content addresses a popular and unique subject matter Conclusion invites talk-worthy commentary Primary terms & latent content are well defended Terms are adequately applied to title, headers and introduction SEO modified blog reaches keyword density SEO modified blog is no distorted with keyword cramming