In this article you’ll learn:
• The importance of selecting the right key phrases
• The necessity of tuning your messaging
• The need to optimize your content and collateral
Businesses and organizations need to come to grips with three critical factors when trying to attract prospects or visitors on the web: key phrases, messaging and content or collateral. These three factors have to be synchronized. In other words, the company’s key phrases, messaging and content all have to be saying the same thing — over and over. If prospects or visitors hear mixed messages, they’ll be confused as to whether or not the business can help them solve their particular issue at hand.
• Tuning Your Key Phrases – The key phrases are the first place companies should start when trying to understand how people are searching for them on the web. If the company sells “decorative kitchen hardware” for cabinets and storage units, the business needs to study what terms potential buyers are keying into their favorite browsers. For instance, some of the key phrases might be: decorative kitchen hardware, kitchen hardware pulls, kitchen hardware for cabinets, kitchen cabinets hardware, kitchen hardware. www.google.com/sktool/ gets you to Google’s search tool so you can determine the best search phrases for your business. You will most likely want to choose 20 or 30 terms. These are the terms an SEO person would use to optimize the pages of your website. You website IS optimized, isn’t it?
• Tuning Your Messaging – Once you have decided which search phrases work best for your organization, the next step is to use those same key terms in your messaging. Your tag line, ten-second shout out and elevator pitch all need to include the search phrases you believe will work best. Use the 2 or 3 phrases that get the most search traffic. For example, if “decorative kitchen hardware” and “kitchen hardware for cabinets” received the most searches, use those two terms in your messaging.
• Tuning Your Content or Collateral – The collateral, white papers, webinars, podcasts, social media, et all need to be salted with the search terms you selected. Use the search terms in the titles of the white papers, blog posts and webinars when possible. In this way, people searching for items such as “decorative kitchen hardware” will be able to locate your marketing materials with less effort.
With your messaging, content and collateral all using the same search phrases, your digital marketing is now harmonized. Remember, when you text or tweet, use some of the key phrases. People on Twitter will be able to find you when they search for companies selling decorative kitchen hardware.
