Kindle Notes & Highlights
by
Ryan Deiss
Read between
October 15 - October 30, 2019
examples
Person 1: I want to start a vegetable garden because I want to add organic food to my diet. Intent: Want to start a vegetable garden. Context: Add organic food to my diet.
Person 2: I want to start a vegetable garden because I want to spend more time outdoors. Intent: Want to start a vegetable garden. Context: Spend more time outdoors.
Person 3: I want to start a vegetable garden because I want to save money on grocery bills. Intent: Want to start a vegetable gard...
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A search marketer should focus on satisfying both the intent and context of searchers.
Choosing the right queries to target
Each query typed in a search engine contains the searcher’s intent and context, or both.
Coming up with keywords the “old-fashioned” way
brainstorm ideas with anyone who comes into contact with your customers.
Using keyword research tools
the free Google AdWords Keyword Planner (https://adwords.google.com/KeywordPlanner)meets the needs of most search marketers.
Google AdWords Keyword Planner
Average monthly searchers:
Competition:
Satisfying searchers
To compete for a search query, a marketer needs to create a web page or asset that satisfies the searcher’s query. That web page or asset could be anything from a blog post to a product demonstration video.
Don’t fall into the trap of thinking that the goal of your search marketing is to get better rankings in search engines. Also, don’t make the mistake of thinking that search marketing is just about getting traffic. The goal of search marketing, as with all marketing, is to move your customer from one stage of the customer journey to the next (covered in Chapter 1).
Earning Links
Search engines take into account the volume and, more important, the quality of the links to a page to determine which pages to serve in their results for a particular keyword search query.
Step 1: Cross-link your own content
Linking within your own website improves user experience and sends signals to search engines about what pages are important on your website.
Step 2: Study your competitors’ links
Using a tool such as Open Site Explorer (https://moz.com/researchtools/ose/), you can research your major competitors to see what sites are linking to them. Then reach out to those sites to see whether they’re interested in linking to your site as well.
Step 3: Create generous content
generous content: content that mentions other people, especially influential people who could link back to you or share your content on their social networks.
Step 4: Create content worthy of a link
Great content provides assets that people want to share with their network.
Step 5: Publish primary research
Because primary research can be difficult and time-consuming to create, it’s valuable and rare.
Step 6: Keep up with the news
creating newsworthy content and publishing it as the topic in question is trending.
The Social Success Cycle
Most businesses treat social media marketing as a single discipline, but it’s actually composed of four equally important parts:
Social listening: Monitoring and responding to customer service and reputation management issues on the social web
Social influencing: Establishing authority on the social web, often through distributing and sharing valuable content
Social networking: Finding and associating with authoritative and influential individuals a...
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Social selling: Generating leads and sales from existing customers and pros...
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The good news is that all major social media channels fall into only two categories — and recognizing these categories is key to effectively harnessing social media channels as part of a comprehensive marketing strategy.
Seeker channels
are social media platforms that users go to when seeking specific content. Think of these channels as modified se...
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YouTube and Pinterest.
engagement channels.
users primarily engage and connect with others. This is the place where user-to-user conversations are commonplace.
Twitter, Facebook, and LinkedIn.
Listening to the Social Web
Social listening involves strategically monitoring and responding to mentions on the social web (whether it’s praise or criticism) about your brand,
prospects, leads, and customers are actively talking about you, your brand, and your industry on the social web. If companies are not actively listening for these conversations, someone may as well have installed a telephone in your customer care department that is ringing off the hook with no one picking up the phone.
If you’re just getting started in social media, don’t begin by networking, influencing, or selling — begin with listening. Use social media as the customer-service and reputation-management channel that it already is for your brand.
listening to the social web informs all other aspects of your social success cycle:
Social influencing:
