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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! |
