I recently participated in a 5 hour online conference put on by Vocus – PR Web. One of the speakers was Lee Odden, author of Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing which I immediately bought. He is also CEO of Top Rank Online Marketing. I have included some tidbits I picked up by his presentation below:
It’s important to integrate both search engine optimization, which is still king as far as targeted results are concerned, with social media, the current “shiny object.”
“For businesses to succeed online, it’s essential to optimize search and social media content to attract, engage, and inspire customers to buy.”
95% of journalists use search engines. 89% are led to purchase by search engines. 73% of industry related tweets link to content.
- Why are we writing this?
- Who is this ultimately for?
Content marketing isn’t about us. It’s about our customers.
When planning your content strategy, determine:
- Does my ideal audience like photos, images, video?
- Do they access their information primarily from their computer or from their mobile phone?
Make sure your content can be easily shared.
- Do you have share buttons installed on your posts that will go out to where your audience lives in cyberspace?
- Are your shares keyword optimized?
Make sure to monitor your social media interaction using a tool such as Hootsuite to gauge audience engagement.
Identify your worst customers and make sure not to optimize for them. I have a WordPress blog marketing client who prefers to attract those who will teach others her techniques rather than having to go out and coach individually. It’s more time efficient and financially feasible for her. If her content keywords were optimized to include everyone who might be attracted by certain keywords, she would be wasting precious time with low-cost customers or looky Lou’s.
When planning your content strategy write down:
- Who is your audience?
- What are their goals?
- Which problems can be solved with your content that will encourage them to click on your site?
Make sure your content stands for something specific and is unique.
- What are your goals?
- What makes you different from others in your niche?
- How will your content solve a problem for the media and for your customers?
- What is your audience’s sweet spot?
Cross promote between networks with your blog being the center of your hub. Depending on your audience, that may include, Facebook, Twitter, Linked In, Pinterest, Google +, YouTube, your Email Newsletter list.
Listen – Create – Engage
Set Goals – Make a Plan – Implement – Measure Results – Refine – Rinse and Repeat
Build social proof by growing relevant social networks every day. Be strategic on what networks you join and who you connect with.
Your business outcome is the most important gauge on if you are optimizing your content successfully. The more optimized you are the shorter your sales cycles will be. Your orders will be of a higher quality and you will get more referrals. This will also lower marketing costs and improve your profits.
For more information on how to Optimize your website to get better results for your business make sure to pick up a copy of Lee Odden’s brand new book. I’m in the middle of reading it now and can’t wait to learn more. It’s filled with details and strategies that are current now and vital to your business’ success online.