EMAIL BRANDING THAT WORKS

 

  • With real-time insights into campaign performance and click through rates, you can invest better in marketing messages that work.

  • EMAIL BRANDING THAT’S BETTER

    Built-in banner campaigns turn every email into a powerful marketing message for your customers, suppliers and prospects. Increase your advertising reach and market better without breaking the bank.


  • EMAIL BRANDING THAT’S SMARTER

    Keep your brand and corporate identity consistent by centralising the look and feel of signatures on every mail that leaves your organisation. Centralised management aids your marketing communication by ensuring it’s consistent and available to the targeted audience.

Regewall Technology Branding allows your email to:

  • Increase your integrated marketing message through your email platform
  • Track and measure your marketing message and response rates
  • Run multiple and targeted marketing campaigns
  • Increase click through rates and sales revenue with always-on sales communication
  • Manage and improve companywide corporate image
  • Centralised management ensures no end user configuration or additional software and hadware installation required
  • Accessible via a web interface and works across all devices
  • Ensures improved business communication across business stakeholders
Conducting Keyword Research for Your Content Marketing Campaign

Keyword research and keyword optimization are not dead, although their use in SEO has evolved in recent years. The experienced content marketer understands the importance of keywords, not only in search optimization but also in content promotion and in social media marketing, retargeting, and other forms of digital marketing. Keywords can prove critical to the success of a content marketing strategy, and effective research requires more than finding appropriate keywords.

The days of keyword stuffing are long gone, and content marketers are encouraged to use keywords lightly in text, include semantically related keywords, and learn how to optimize for long-tail searches. This still requires solid keyword research, effective keyword planning, and sound keyword optimization.

What’s more, keyword research can help content marketers identify hot topics, evergreen content, and to organize a content publishing calendar. Specifically researching social media keywords can also help you to develop an effective social media marketing strategy, while ensuring that you stay on-point by producing relevant media for networks like Facebook, Twitter, and more.

Do Keywords Still Matter?

With all the talk of semantically related keywords and the seemingly constant threat that keywords are dead, it is easy to consider keywords as unimportant. However, the fact remains that users still start with a keyword search while on search engines, and they still want to see relevant content while on your blog, your website, and even your social media pages.

Keywords are bolded in search results, which can give your title and description greater prominence. Your search engine listing for each page should be viewed as an ad for that page, and making it stand out through bolded keywords is just one way of helping to improve your conversion rates.

Google typically populates its search results using the Meta tags on your pages; as do other websites including social media sites. Identifying and properly implementing the right keywords not only helps in your SEO campaign then, but can also assist in social media marketing, conversion rate optimisation, and even in your content marketing planning.

Tools like Yoast for WordPress enable you to add meta descriptions, while WildShark’s SEO Spider Tool is a free desktop SEO tool that highlights those pages of your site that are currently missing any title and description tags. It also enables you to identify which of your pages are most likely to rank for chosen keywords.

Longtail Optimization

Longtail keywords are important. Individually, they attract very few visitors but they do typically have a high conversion rate of targeted visitors. When combined, your longtail keywords will make up a decent amount of traffic to your site, too. Often, we read that it is impossible to optimize for longtail keywords because it is impossible to predict the four or five word strings that people use when searching in this way.

While it is true that keyword research tools are often unable to produce longtail terms, by adding more content, including more keywords, and basing keyword predictions on existing analytics data, it is possible to pre-empt your potential visitors’ search requirements to some extent.

Use your Google Analytics or other Analytics software and export the list of keywords. Look at the longtail keywords that have been used, and identify common strings and similar searches. By substituting some of your major keywords into these terms, in place of the main keyword, and adding content that includes synonyms and semantically related terms, you can at least increase the likelihood of exposure to longtail searches.

Researching Keywords

There are different approaches to researching keywords. Tools like Wordtracker can cost a reasonable amount of money, but paying for a subscription to a service like this enables you to find some of the more obscure keywords. You should also consider free tools like SerpStat, which can provide you with question based keyword ideas; a very useful source of possible longtail keywords.

Don’t be afraid to create a massive list of keywords. You should be adding content on a regular basis, and when mapping keywords, you can assign some of these to your regular blog posts, to your social media posts, and some to your main pages.

Keyword Mapping

Create a content framework that includes the primary pages, your cornerstone content, secondary and supporting content, and your ongoing and even external content. Once you have a content framework, you should assign keywords to each page.

Don’t simply throw a relevant looking keyword at a page. Consider the visitors that are likely to land on each page, and then opt for the keywords that offer the greatest relevance, taking into account what stage of the buying process they are at, their level of exposure to the product or service you offer, and how they are likely to have arrived on your pages.

This is an integral stage in the content marketing process, and it will play a big part in conversion rate optimization too. Spend some time to ensure that you’re placing the right keywords on the right pages.

Using Keywords In Content

Thankfully, keyword stuffing is no longer a viable keyword tactic and considering the fact that keywords are important to your search result listing, the placement may be considered more important than the number of times you use a specific keyword. Include your keyword in the title and description of the page, and do try to utilize it and synonyms, or semantically related terms, in your text.

Use keywords in your blog posts, and use your keyword list to help determine the content for at least some of your posts. Similarly, use keywords in external content, and on your social media updates.

Monitor And Act On Performance

Like any good PR or marketing campaign, content marketing should not be considered a one-off affair. Monitor ongoing results to determine efficacy and so that you can use updated analytics results to identify additional longtail keywords.

Regularly update your keyword list, incorporate new keywords and continue to analyze the path that visitors are taking, the strings they are using when compiling search terms, and the stage of the purchasing funnel they are at when they arrive on your pages.

Above all else, when looking to introduce more longtail search terms, the key is to keep producing relevant and high quality content. Answer questions posed by your own visitors.

How to Get Sales through SEO

SEO. Search Engine Optimization.

Utter these words and you will hear all about traffic reports, traffic sources, traffic increases and so on.

And that is great.

We all love traffic and we all go to extensive efforts to get more of it. Organically, if possible.

But (and this is one big BUT) traffic alone doesn’t pay the bills or the employees.

Sure, popularity is nice. It’s great, in fact, to see that people flock to your website or blog and that they can’t get enough of your content.

However, that feeling passes and you’re still left with bills to pay. Sadly, you can’t pay them in traffic reports.

So you need SALES.

(Don’t we all?)

A lot of the clients we have onboard at Idunn, the digital marketing agency I run tell us about investing in both AdWords and SEO. While that is a good plan in the short run (until you get that SEO juice properly running), it should be pointless in the long run.

Why bother with SEO if you’re selling via AdWords?

Why invest in AdWords if your SEO is working as it should be?

I have come to realize that a lot of people treat SEO as something that has to be done, but they don’t really expect any sales from it.

And this puzzles me greatly.

Why would you invest in something with no ROI?

If you’re a regular on SiteProNews, you must already know that a lot of my articles speak against vanity metrics and urge marketers to think of all their tactics in terms of sales.

Will this tactic bring me more customers?

If the answer is “yes”, then go ahead and implement it.

If it’s “maybe”, go ahead and test it.

If it’s “no”, don’t do it at all.

And when it comes to SEO and content marketing, you should expect a lot of sales.

Here’s how we do it.

Sales through SEO: the fundamental guide

When I hire SEO copywriters for my agency I make sure that they have a marketing background. To me, this is by far more important than knowing the most recent Google algorithm updates.

Why?

Because the latter can be easily learned. For someone with a marketing inclination, it can take mere days to learn all they need to know about optimizing an article or web copy.

But to learn how to see everything through the inquisitive and critical eyes of a marketer takes a lot more time.

The combination of the two, however, makes our copywriting services very successful.

You see, we always tell our clients that we don’t do SEO writing for SEO’s sake. We do it to help them to get the right eyes on their content AND convert visitors into paying customers.

No compromises, no in-betweens.

SEO-friendly and conversion-friendly content rests on two main pillars:

Targeted content

Oscar Wilde once said that “All art is quite useless” (in the preface to The Picture of Dorian Gray).While that may sound incredibly romantic (and true), web writing isn’t supposed to be art.

Therefore, it should serve a purpose.

Before writing anything (blog posts, white papers, e-books or web page copy), we always think of whom we are writing for. And why.

This goes beyond “our client is the owner of a medium-sized business”.

Targeted content takes into account detailed buyer personas and their pain points, so that the writing can help them find a solution (or sell your solution). When personalization and relevance fail, the results can be as much as 83 percent lower than those of a well-targeted piece of content or campaign.

Aside from going in-depth and closely analyzing buyer personas, targeted content must also take into account their buyer journey.

Let’s look at a practical example.

If you were to sell a social media management tool (like Sendible, Buffer or Hootsuite), how would you address buyers in all these stages?

In the awareness stage, your goal is to create demand generation. Educate prospects, if you will. Thus, your content will tell them about the time and money they could save using such a tool instead of posting manually. You can also mention your advanced reports feature that not only helps them save time, but justifies social media investment, too.

In the consideration stage, your prospect knows what they are looking for, so they’ll be searching for options. It’s time for you to tell them how they can benefit from each feature and why they should never settle for a lacking solution.

In the decision phase, your goal is to make sure you beat your competitors. Case studies, testimonials and comparisons between your solution and those of your competitors are your best friends. The time to educate has passed. Your prospect now knows exactly what they need. You need to prove you can offer it.

This is the phase where your content should get truly promotional. Don’t be afraid of big claims (as long as you can support them) and of telling the world about your past success and amazing plans for future development.

Where does SEO fit in all this?

Glad you asked!

Enter the second pillar.

Targeted keyword research and implementation

It’s not just your tone of voice that should match each of the above stages. Your SEO strategy should also follow closely.

Once again, personalization is key to every successful marketing tactic. So don’t think about people who search on Google as faceless individuals. If your buyer persona is well-defined, then you should match your keyword use to each of the stages in the buyer’s journey.

Let’s continue with our example.

In the awareness stage, focus on problem-based search queries. “Measure social media ROI”, “Track social media engagement”, “Schedule social media posts” – all these are great places to start.

In the consideration stage, target those who may not have heard about your solution (don’t assume that this entire journey will pass through your website or blog. Be prepared to target potential buyers at any stage). Get more specific in your queries. “Advanced social media reporting tools”, “Social media management tool for agencies”, “Instagram post scheduler” – this is the type of query you have to focus on now.

In the decision phase, reviews, testimonials and comparisons are your best friends. Use queries like “Buffer vs Sendible”, “Sendible vs Hootsuite”, “Buffer reviews” to get the right content in front of the right people.

Now for the practical part.

If you’re unsure on how to find the right keywords for each phase, a tool like Soovle could help with that. What this tool does is aggregate keyword suggestions from Google, Bing, YouTube, Yahoo and others to provide you with the big picture on how to optimize each piece of content according to what people search for.

You can discover more tools like this one in my article on LSI keywords.

Conclusions

As I’ve said before, content marketing and SEO go hand in hand like peanut butter and jelly. They complete each other and, more importantly, help you meet your business goals.

Attempting to ace one without the other will most certainly cost you business deals and amazing opportunities. While neither SEO, nor content marketing work from day one, their long-term results are extremely rewarding.

The key to getting those results is being patient and having the right team in your corner.

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