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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! |
