User:Vtaylor/SCORE/marketing

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Stan Booth

2023.6.21 First steps to digital marketing

Here are a few points we covered and the search results.

  • Space for ads can be built into your web pages. Google will fill them and pay you a portion of their ad income.
  • I have doubts that just ad income could drive the project. It will take a long time to build traffic. Examine alternatives like subscription, or task execution.
  • Guaranteed! People ONLY buy from you if they know about you.


PRIORITIZE

  • Prioritize tasks ABCD or other using a spreadsheet -, Max benefit for least work


RESEARCH IS ESSENTIAL

  • Learn the language in use for your product by multiple searches on Google Chrome. See

1) - Autocomplete. 2)- People also ask and 3)- related searches

  • Do a short summary “pitch” of what you do /offer

Use the high-value language identified by searches.

Use in all social media and on your website (landing page)

  • Any URL is OK. Including keywords helps only slightly.
  • A web page brochure is essential B. Build after you learn the language in use


KEYWORDS - use Google Chrome (90% of searches)

  • Test a list of 10-20 questions your BEST possible client would use to find you. See your actual competitors. These will be a whole page of FAQs (short questions and 40-word max answers) for Google - boosts your term frequency.
  • Use spreadsheet to record 1) pages on Google 2) volume per month 3) cost per click CPC
  • Some wording ideas from Keywords Everywhere with traffic volume /month. See CPC Ad cost
  • Look at the spreadsheets and data from KeyWordsEverywhere attached
  • You cannot trust the research to a subcontractor. They can build a site for you naturally.


DESIGN YOUR WEBSITE

  • Get reviews on Google ASAP - a major ranking factor
  • Every connection you link back to the website increases site authority.

Called link juice Important for ranking #2 after content on the page


BUILD YOUR PAGES

  • Read the cheat sheet you will use to record the top phrases then design each page for the spider. We will go over this together. Send me one for say FAQ or About us
  • Increase copy to 400 words on main pages to have space to repeat, repeat, repeat


REVIEWS ON GOOGLE ARE VERY IMPORTANT

  • Send an email like . . . ."It would help us a lot to have a review on Google. Please Click here it can be done in under 20 seconds. Thank you!" B try the SCORE example
  • Also reviews on the FaceBook business page are counted


A PAGE'S META CODE (Title and Description)

  • Use the cheat sheet for length and add ALT text for all pictures (use keyword terms)


Please reply to an email survey from SCORE - your impressions are important to us.


Let me know when you would like to get together again.

Best wishes



Stan Booth Certified Mentor Dallas webmaster (469)-430-9231 By appointment: Text a few options (day and time Mon - Sat) for a phone or video call. Dallas main office: 14902 Preston Road Ste 404 #365 Dallas, TX 75254 214-987-9491

Dallas Score on the web https://score.org/dallas Workshops and Webinars http://www.linkedin.com/in/scoredallas https://twitter.com/SCOREdallas https://www.facebook.com/ScoreDallas


2023.6 . Copy the link to “Write a review” in your GBP and send an email like . . .”It would help us enormously to have a review on Google. Please click here, it can be done in less than 20 seconds” (create a hot link)

2023.5.26 https://click.convertkit-mail2.com/27urlkw5robohv2zz4ri3/p8hehquz2lzpm5br/aHR0cHM6Ly95b3V0dS5iZS9ZTXZIbGVMMWdHSQ== . Step 1 is to clarify your business MODEL. So make sure you’re clear on what you’re going to offer your market so you can make sure it’s something they actually want, and that you actually want to sell. . Step 2 is to identify your MARKET. This is where you need to be specific about who exactly is your ideal customer avatar. Your perfect kind of buyer. . Step 3 is to create a compelling MESSAGE that answers the question “Why are they going to care?”. . Step 4 is MEDIA and it’s here that I’m going to give you permission to stop doing everything, and stop trying to be everywhere, and instead focus ONLY on the platforms and channels your ideal customers are present and active on. . Then Step 5 is the MACHINE which is simply the process or customer journey someone is going to go through that converts them from a stranger into a paying customer. Work through those 5 steps in that order and your business will grow.

marketing overview

  • biz outline plan
  • market research
  • target market biz model demographics media pref message format

marketing strategy plan channels

  • minimum viable product / service
  • market research identified 2-5 potential markets
  • biz model for each target
  • pick 1-2 to start - marketing funnel
  • investment
  • objectives sales brand awareness
  • how to reach - where how when frequency
  • draft
  • test
  • revise repeat
  • go live
  • track adjust
  • followup

product / service launch

collateral prep

  • message
  • offer
  • call to action
  • format
  • cultural awareness
  • accessibility

prelaunch testing

tracking effectiveness cost per customer

paid advertising

basic expand scale

website

  • plan create analytics
  • seo

in-person

  • markets festivals conferences tradeshows

email campaigns

  • lists signup subscribers

social media

  • format demographic message

informational media outreach

  • video
  • podcast

paid advertising promotion

  • google
  • influencer placement

social media

  • basics messages frequency demographics
  • tools manage schedule track

actual practice

Activity: You have a product that PTAs (and others) can resell as a fundraiser. Many educators and education-related producers, users and buyers are active on Twitter. Lots of activity. Large audience.

  • initial search - Twitter accounts - mostly PTA organizations, fundraising
  • create an account and post information of interest to these folks - fundraising, success stories, retweet good tweets of "influencers", build your following, follow others who are providers or possible clients, use hashtags as appropriate, ...
  • reuse repurpose existing content
  • define success - measurement


What, Why: Free, quick way to start "practicing" some of the marketing techniques - market research, messaging, generating leads, find influencers, ...

  • other products and services available - competition, collaboration, partnering
  • information about potential customers - build prospects contacts list
  • messaging - terminology, style, keywords
  • concerns, interests for target market
  • review revise biz model - value proposition, target audience, channels, partners


Review - analyze revise reiterate

  • what works, what needs work
  • other channels, media - appropriate for target
  • else / too - what where when how
  • now what

learn more...

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