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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 customized 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 a real estate agent, you’ll most
likely be tracking leads. In addition, you’ll have to assign
some kind of dollar 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 a real 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 optimization
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! |
