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Understand your customers’ searching behavior. Walk in their
shoes, and understand the dialogue the searcher is having with the web. Most
customers are researching or looking for a problem to solve. If you understand what
problem they’re trying to solve (keywords and phrases) you can provide them with a
very customised solution to it (your landing page, website…and ultimately your
product).
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Decide how you will track conversions. Often this is easy…it’s
when you make a sale. Other times it can be trickier. If you’re an estate agent, you’ll
most likely be tracking leads. In addition, you’ll have to assign some kind
of monetary value to that lead so you can determine how much advertising to spend
in order to get it. |
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Decide on autoresponders and set them up. Autoresponders are
simply a way to keep in touch with your customers and prospects. Essentially it’s
automated email. |
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Do the keyword research |
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Brainstorm the core ones with a diverse group |
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“spy” on your competitions' using tools |
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use other tools to expand the core list |
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Group keywords by the conversation type (what is the
potential customer looking for?) |
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If you’re an estate agent, you’re prospects will be
having different conversations if they’re looking to relocate as
opposed to
someone already in your area looking to sell their house |
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Build landing pages on your site for each conversation type |
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You’d want the two different potential customers above
to go to two different pages within your site, because you want
to
highlight the different value propositions you’re bringing to the
table…to solve their particular problem. |
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Set up your own blog |
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Set up your adwords campaign using the keywords, groupings and
landing pages |
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Monitor and test…EVERY DAY |
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Split test ads every day |
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Adjust bids every day |
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Get rid of non-performing keywords every day |
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As soon as a great “money term” is found, start the search engine
optimisation process for that term |
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Market 2-3 articles per week (or even more) |
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Make blog postings on your blog and others’ |
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Answer posts on forums and yahoo answers |
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Move great “money terms” to Yahoo and MSN pay per click
advertising engines |
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Rinse and repeat this process every 90 days! |
