Content Optimization

Knowing how to optimize your content means knowing your audience. What key phrases do they type in when looking for your products or services? What language do they use? Your audience conduct queries using their own vocabulary, so plain spoken content rich with these specific phrases is always the way to go. Avoid using industry jargon or clever turns of phrase. Headlines are the most important pieces of content on the page to optimize linguistically...

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Strategic Versatility

The beauty of Internet marketing is that you can adjust strategy based on performance. If you're attracting a good amount of traffic for certain phrases, you can easily look at how that traffic is behaving and adjust your strategy accordingly.

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The Rewards of Research

The first step in any search campaign is research. Build lists of keywords and phrases to target, bucket them into groups such as audience segments and employ a tool to accurately forecast your results based on budget.

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There's paid search and organic search. Too many companies see these as separate animals. But really, search is search. They work together or they don't work. When a new Web site launches, the organic rankings won't be instantly strong. It takes time to grow in popularity-meaning it will be a while before other, more reputable sites will link themselves to you in a process called back linking.

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So What is tThe Whole Picture?

Every conversion has a story-, a history. When you capture data from the whole conversion history, you can optimize more effectively. The effective return on investment (EROI)EROI is a measurement of the performance of many different ads across a campaign, often from various publishers, that are reaching prospects before they convert into customers.

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It's the Same Funnel, Online and Off

There is such a thing as an online sales funnel. Advertising networks and portals, as well as rich and social media platforms, have a wide reach that builds brand awareness. While search marketing tends to be the deal-closing step in the sales funnel, it's still just one step. There is no accounting for the interest and awareness building accomplished by the rest of the assets in the Internet marketing campaign.

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Where's EROI?

What caused you to hold the beliefs that you have right now? Did you snap to instantly at the glance of an image or the affect of a few words? Not likely. You had a range of experiences over time that culminated into what you now believe. Getting here has been a process-a shaping and forming. This is the fundamental error with the idea of last click measurements in gauging Internet marketing campaign success. It's not the last ad before the sale that should get all the credit.

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Don't Waste Your Time

Maximizing your promoters is a matter of designing your customer's whole experience with your brand, from social to search to your actual Web site, around shaping their positive opinions. Don't waste time focusing on just one aspect of your Web site to boost conversion or by focusing on just paid search to boost clicks. Spend your energy, time and money optimizing the whole experience for an integrated, cohesive brand story that will engage and charm your customers, winning them as promoters.

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Your Survey Results Don't Matter

As we said in part one, there's only one question that matters. It's the opinion of your customer about your business that matters. People don't respond well to surveys and they're typically asking the wrong questions anyway.

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There's Only One Question That Matters

Brand building is a customer loyalty labor of love. People will talk about your products and services. They'll talk about your brand. Satisfied customers are free marketing and PR for your brand. They're repeat purchasers as well as referrers. There are also unsatisfied customers who contribute negative word-of-mouth advertising, destroying your brand.

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