Your Blueprint for Constructing a Powerful Web Presence: UX - Social - Content
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The document discusses the three pillars of digital marketing: website architecture, keyword optimization, and site value, emphasizing their impact on usability, search rankings, and customer trust. It also highlights the importance of extraordinary content to capture attention in a busy online environment, alongside strategies for engagement-focused social media and effective messaging. Finally, it advocates for a solutions-oriented approach to marketing that addresses customer needs and builds long-term loyalty.
Your Blueprint for Constructing a Powerful Web Presence: UX - Social - Content
- 2. xxxxx @StoneyD PolePositionMarketing.com • @StoneyD linkedin.com/in/stoneygd Web Presence Optimization Stoney deGeyter THIS IS ME WebMarketingChecklist.com
- 3. xxxxx @StoneyD Three Pillars of Digital Marketing
- 4. 1. Website architecture / usability The search engine friendly foundation your site is built on. Impacts: • usability issues • ability of visitors to find content • ability of search engines to find and assign value to your content
- 5. 2. Keyword / topical optimization Gets your site search engine optimized. Impacts: • Search rankings • Search to page click-thrus • First impressions • Intent delivery
- 6. 3. Site value / authority Impacts: • Search rankings • Perceptions • Word of mouth • Customer retention Builds trust.
- 7. xxxxx @StoneyD The Challenges of Digital Marketing
- 8. The web is a busy place
- 9. Web users are highly distractible Squirrel
- 10. Everyone is fighting for attention
- 11. You need more than ordinary
- 12. You must be extraordinary
- 14. Put your solutions on display
- 16. Draw the click to create engagement
- 17. xxxxx @StoneyD Solutions-Oriented Products & Services
- 18. Don’t try to be all things to all people But Pontiac wanted a bigger audience… Where is Pontiac today?
- 19. Find a problem and solve it
- 20. Find a void and fill it
- 21. 1/3 Regular 1/3 Spicy 1/3 Chunky Find a want and deliver it vs What do people want?
- 23. Everything must have a reason
- 28. Compel readers to take action
- 30. Create an editorial calendar Topics Audience interest Keyword search volume
- 31. Generate content ideas •Talk to customer service sales •Forums and Question sites like Quora •Questions asked on competitor sites •Questions posed online Answer Customer Questions •AEC Magazine Read Industry Publications •Brochures •FAQs •Presentations •Sales content Repurpose Existing Content
- 32. Produce cornerstone content High Value Content Content to rank for Inform & Educate Evergreen Easy to find, easy to share Attract links
- 33. Build connection content Create content for the smaller, more impassioned groups Build a sense of energy and community around shared interests or issues Make it entertaining and useful Has the potential to spark disagreement
- 34. Write customer content Content intended to convince ideal customers that they should do business with you. Expertise Thought Leadership
- 35. Publish varied content How-to’s Human interest stories Lists Infographics Newsjacking Reviews Guest posts Seasonal concepts Videos Reimagined content Interviews Creative product uses Partner/Vendor highlights Case studies Series Contrarian Photos Core values Podcasts User- generated content
- 36. Invest in email marketing Consistent posting on topics relevant to your target audiences.
- 37. Choose your social networks
- 38. Ask (and answer) questions Who? What? How? When? Where?
- 39. Build an effective social strategy Social media marketing goals Target customers to reach Where to reach them Best engagement approach How to measure success
- 40. Stay engaged Develop content Sharing content Monitor brand profiles Engage in conversations
- 41. xxxxx @StoneyD Why Extraordinary Wins Every Time
- 42. Gives Google what it’s looking for
- 43. Earns top search engine rankings
- 44. Brings in targeted traffic
- 47. xxxxx @StoneyD PolePositionMarketing.com Thank You! Download this presentation at: ppmkg.com/StoneyDslides