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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! |
