By Tanner PetroffFor

Shifting SEO Into Meaningful Marketing

Now We Know the SEO Basics

Where Does SEO Fall in Line?

This is Inbound MarketingInbound Marketing is a combination of online

marketing strategies designed to increase revenue

Start by Defining Buyer PersonasFictional characters to represent your ideal

buyerYou probably have more than one buyer

persona!

Buyer Personas Define Your Marketing

Speak their language to turn this:

Buyer Personas Define Your Marketing

Into this:

Attract VisitorsSEO, Social Media and Blogging

Convert Visitors to LeadsThink of the sales funnel

Top of funnel - AwarenessMiddle of funnel - EvaluationBottom of funnel - Purchase

Create Content for Buyer Personas in the FunnelBlog posts, Infographics, Ebooks, Videos

Ask for Contact InformationPremium content offers

Valuable information in exchange for contact info

Ask for email addresses for top of the funnel offers

Ask for phone numbers at the bottom of the funnel

Landing PagesPages designed to convert visitors to leadsAnatomy of a Landing Page

No navigationSimple descriptionClear reason for downloading/consuming

contentContrasting ‘Download’ or ‘Request’ button

Example of a Great Landing Page

Calls to Action (CTAs)Images and buttons guiding website

visitors to a landing pagePlace CTAs at the end of blog posts and

throughout website wherever relevantSpeak to your buyer personas with your

CTAs!

Closing Leads into SalesNow you’ve got traffic & leads. It’s time to

turn those leads into dollars!

Score Your LeadsMarketing Qualified Lead (MQL)

Top of Funnel – Subscribers Send newsletters & promotions

Middle of Funnel – Opportunity Send newsletters, promotions & other offers

Sales Qualified Lead (SQL)Bottom of Funnel – Sales Leads

Phone callIf they’re not ready to purchase, put them back in

with MQLs

Delight your CustomersKeep them coming back for more!

Make them so happy that they can’t help but refer everyone they know to you!

How Can I Tell If I’m Delighting My Customers?Find your Net Promoter Score (NPS)

NPS is a simple way to tell if your customers like you, with this one question survey:How likely is it that you would recommend our/my

services to a friend or colleague?

Net Promoter ScoreFind your Net Promoter Score by

subtracting the percentage of detractors from the percentage of promoters55% Promoters – 25% Detractors = 30 NPS

Always work to improve your NPS

SummaryDefine your buyer personas & market to

themAttract visitors using SEO, blogs and social

mediaConvert visitors to leads with landing pages

and calls to actionClose leads into sales doing what you do

bestDelight your customers to get referrals and

get the most out of your work

Questions?Don’t be shy!This presentation is on SlideShare

LinkI’ll send out a copy to anyone who may want

itLet’s go through a real world example and

audit one of your websites!