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Today’s buyers are spending more and more time researching products and services on the internet – and less time with salespeople. If you want to make sales, you need to be found – preferably on page 1 of the major search engines, because nobody scans to page 2 of Google. Loading your content with SEO keywords and maximizing the number of sites linking to you used to work well – but not anymore! Google penalizes websites that use “keyword stuffing” and “black hat link building” by pushing them down in the rankings. And recent algorithm adjustments such as Panda and Penguin have only intensified the challenge of SEO.
That’s why it’s time to look beyond SEO to CEO – customer experience optimization! In this course, we’ll show you what you need to do to rank high with search engines, get found by the right buyers, and start the engagement process by selecting keywords and writing content that appeals to both your prospects and search engines. We’ll teach you how to conduct keyword research and optimize a web page, a white paper, or a blog in ways that get you found by your target buyers.
Social media has become an integral part of our lives – even when we’re researching products and services. Just a few years ago, experts were talking about the growing importance of Facebook and Twitter. Today, they’re telling us that every marketing campaign needs to be “social”! But what does it mean to be social – and how can being social drive more business?
According to the 2012 Social Marketing Industry Report, 93% of marketers are using social media and 59% of them spend more than 6 hours a week in social media promotion. In other words, if you lack an effective social media program, you’ll find it increasingly difficult to attract and engage new buyers. In this course, we’ll review social media strategies and examine ways of getting your message in front of targeted buyers.
Blogging is a great way to get found by your target buyers – if you do it right. A well-written series of blogs can help you quickly build up an audience and drive qualified buyers to your website. That makes blogging a superb inbound marketing tactic. But to be effective, a blog needs to be search engine optimized and drive readers to take the next steps in the buying process.
In this course, we’ll show you how to create high-impact blogs that tell a compelling story. We’ll show you how to write blogs for the various phases of the buying cycle and explain how blogs can be used to advance the “buyer’s journey.” We’ll also look at tactics for sharing the “blog load” with others in your organization.
Driving buyers to your website is just the first step in the selling process. Once a buyer reaches your website, you’ll need to capture their interest and move them forward in the decision-making process. In this course, we’ll explore website engagement strategies and describe how you can use content to nurture leads towards sales-ready status. If content is the currency you need to engage buyers, then the landing page is the vehicle of exchange. It’s a critical first step in converting a visitor into a new lead. But there are good and bad landing pages. The best landing pages deliver high conversation rates and generate leads. A good landing page must meet 10 criteria. We’ll discuss what these criteria are, and give you a chance to develop your own landing page in the post-webinar exercise.
The outcome of Focused and Revenue has been a complete transformation of our website… taking something that was quite lacking with no lead generation ability and turning it into a very professional and value focused website that is already driving outside leads!
IBM Channel Partner