Identify!
1. Identify Your USP
What is Your Unique Selling
Proposition?
What do you do differently or better
than anybody else around?
If you have an existing business, get help figuring
out what it is.
If you’re thinking about starting a new business,
figure out what people need or want (see “keyword research” below).
Example: At SEO Ann Arbor, we started out serving SE Michigan
businesses. Our selling proposition, which was somewhat unique in internet
marketing, was that if you aren’t getting the results you want, you can sit
across the desk from one of our founders and tell us exactly what you DO want!
If you don’t have a USP, create one!
2. Identify Your Best
Customers
What customers are most profitable, the least
trouble, and the kind of people you most enjoy doing business with?
Most business owners who take the time to research
this are surprised by how often the most troublesome customers are the least
profitable, and the most rewarding customers are the least trouble!
Can you identify your best three customers? What
makes them the best?
3. Identify the pains or
problems of your best customers that you can solve!
My website’s not on Page One of
Google!
I can’t get my web guy to call me back!
My neighbor’s sister in law designs
websites and ....
What are some pains or problems of
your best customers that YOU can solve?
Engage!
4. Explain Your Solution in
“Engaging” Terms
Engaging 1 - From the customer’s
point of view
At last, someone I can meet with face to face who
can explain what I need to do to get on Page One of Google!
Or:
Wow! A web guy who actually returns my calls!
Remember your USP? Keep in mind that if you make
promises in your marketing, you have to structure your business to KEEP the
promises. Nothing will destroy a bad business quicker than great marketing!
Engaging 2 – Designed to convince the customer to
enlist or take action.
Learn Based Marketing
A lesson in SEO
How to shop
for internet marketing experts
Top 5 List
Offer something in
return for their participation!
5. Use the contact
information you get to build a base of interested people
Treat those people very, very well.
Be generous with your information. The days of
withholding professional information are over. I can find virtually every
secret of what you do on the internet. My problem is not finding the
information, it’s finding the time, the specialized equipment, or the expertise
to do what you do.
Inform, educate, entertain, and nurture your
customer base.
6. Craft Niche Campaigns –
one at a time!
Base each campaign on a specific segment of your target customers.
Dentist Offices: what do you say
besides “hey, customers, I’m a dentist!”
Pain: I get frequent headaches!
Our solution: We diagnose TMJ
problems.
Customer point of view: “Amazing! My dentist cured
my tmj headaches in four appointments!”
Is it within your USP?
Are the customers within your target
customer profile?
Can you fulfill the promise made in
your marketing?
Saturate!
7. Create marketing copy
Articles
How To’s
Top Ten Lists
FAQs
Videos
Write for the web
Engaging
Divisible
8. Be social, be very social
Twitter
Facebook
LinkedIn
Youtube
Blog
Articles
email Newsletter
Stay within the niche campaign –
create Page One Power!
Educate, inform, entertain ....
enlist!
9. Be consistent,
continuous, and considerate
Pick a day every week to add info.
Or two. Or three.
Don’t miss those days. If you have
to use Hubspot or Hootsuite.
Don’t stop doing it.
Make sure you provide a way to opt
out.
Actually provide useful information
– don’t waste people’s time.
Test and Measure!
10. Test and Measure
Are you actually getting more calls
or emails?
How many unsubscribes?
What kinds of calls are you getting?
Can you tweak your content to get
different kinds of calls?
Don’t use
the word Cadillac if you want Toyota customers!
877-815-6974
1. Focus on Your Customers (Not Algorithms!)
