We have achieved high search engine rankings over a comparatively short period of time through regular online content marketing for client products and services. In a recent case we have taken a corporate blog from a PageRank of 0 to 3 in approximately 6 months. This same blog magnetized 1465 unique visits over 3 mos, from January 1, 2012 to April 1, 2012. Our missing piece (and we think a pervasive missing piece for online product marketing in general) is attracting visits for the right keywords. Not all key words are created the same. Identifying keywords that will stimulate promising visits from an appropriate segment of enterprise visitors is, therefore, a very important activity that will deliver valuable cost savings as compared to lost revenue or time lost ineptly pursuing weaker, less promising keywords.
An excellent first step with regard to choosing the right keywords is to locate the websites of market competitors. Of course, even this process of identifying the websites of market competitors is not as simple as it seems. In our experience, at the point at which we engage with clients few of them have correctly framed their value proposition for the market. In fact, many clients opt to work with us specifically around the task of framing their value proposition. We help them establish 3 critical assumptions:
- Just what their unique value proposal happens to be for the market and
- What is their average product production cost and
- What their competition looks like and promises to look like in the near term future
Assuming for argument’s sake that steps 1 through 3 have been correctly completed, then the accompanying websites, blogs and online mention (with the exclusion of social media, which should be studied separately) need to be analyzed to glean a set of relevant keywords. The final collection of targeted keywords becomes, thereby, a combination of unique keywords suggested for a specific client, together with related keywords targeted by competitors.
Once a set of keywords have been collected we embark on an intense daily campaign of content production, usually through a blog. Each blog post includes a text call to action to provide site visitors with an accessible means of engaging with us directly from a blog post to learn further or, where it makes sense, to place an order for a client’s product and/or service.
Based on at least a month’s blog activity we decide which key words are working and adjust content creation plans accordingly. If you are considering an online content creation program to stimulate incoming prospect contact, then you should speak with us. Please contact Ira Michael Blonder at +1 631-673-2929 to further a discussion. You may also email Mike at firstname.lastname@example.org.
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