Archive for October, 2011

Integrated Marketing


integrated-marketing-puzzle
Using customer intelligence and buyer behavior to your advantage directly drives brand value. Are you using integrated marketing to generate leads and brand awareness across multiple mediums? It becomes easier to increase customer interactions with your brand and influence behavior in different situations of the life cycle curve if you’re swimming in different content streams so to speak.

Nurturing, qualification and decision-making all occurs at very different stages in the buying process. You can drive value to your audience by using a multiple tactic approach, even when your content strategy is similar or messaging stays consistent. Inbound mediums like pay-per-click and SEO can help move your audience from the status quo phase into considering alternatives. Then use brand building mediums like Facebook, Twitter, Flickr and SlideShare to guide your audience through the objections and decision making stages.

Research can help close the feedback loop in the ROI phase and translate customer intelligence into your brand. It can also help define the journey a customer goes through to become a passionate promoter of who you are. Ask your marketing team this question: are your tactics cooperating with or impeding the progress your brand?

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Content for SEO


SEO-optimization-bullseye
Google, Bing and Yahoo are all focused on creating a great user experience. To climb the search rankings, you need to keep in mind how relevant your content is directly plays a role in this experience and where you land in the rankings. The process of creating original and quality content is essential to being found, and more importantly, helping search engines and their visitors find you organically as research is conducted.

White papers and web copy should be optimized for SEO. Make sure your copy includes the highest traffic short tail keywords that generate a high volume of searches on a monthly basis. Then reposition your content to Facebook, Twitter, SlideShare and any social site that can help aid your reputation as an authority in your field. Blogs can help you increase your conversions by playing a positive role in information search before the purchase decision occurs.

Paid links are wonderful for increasing traffic as well. Just keep in mind there is a game to be played between increasing your impact and the nuances of site interaction. Watch your bounce rate and click through rate to determine if your content is compelling enough to keep visitors on your site. The value of your usability and readability can also be measured by an increase in new likes or new followers as you measure Return on Influence.

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Joby Semmler is a partner at Eclipse and marketing strategist based in Indianapolis.

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