>Start at the core: the people already trying to find youIn order to cut through the noise of all the things you can do in digital marketing, it is important to ensure you have clarity of focus. We call this starting at the core. Before you try and drive new demand to your digital properties it is important to satisfy the audience that already is looking for you. Optimize the quick wins in order to realize short-term successes. Quick wins can be determined through an audit of your existing organic search traffic and analysis of their engagement with your website.
>Align seo content with your audience’s intentThe key goal with your web property should be to provide the content that matches your audience’s intent. This will naturally facilitate your audiences’ natural buying behavior. A key to this alignment is to develop persona’s to validate the stages of your prospects buying cycle and ensure you have the digital assets that can meet these needs.
>Make it easy to share your contentIn todays search environment social signals are becoming a large influence in online visibility. But another important factor is the ability for your current audience to syndicate your content amongst their peer network. As you may already know, peer influence is a largely weighted factor in a purchase decision and this type of sharing is the new ‘Word of Mouth’.
>Create a roadmap and integrate into workflowsAs a marketer, you can become schizophrenic with all of the various channels and tactics available to you. The influence your colleagues and executive team can have in your execution can take you off track quickly. A Digital Roadmap is a critical tool to establish priorities that align to the business strategy. A reference document that everyone can reference will communicate the current digital strategy priorities. For example, if your CMO wants to build out a LinkedIn strategy, when the main website conversion path process hasn’t even been fixed yet. A Roadmap allows you to manage your business, and not let the business manage you.
>Leverage tools and templates to create scaleWhether you are an enterprise level company or an SMB, the need to scale your efforts is important. Key tools such as Google Analytics, Raven, Bright Edge and Webmaster Tools can help you track and analyze your performance to improve execution. Allow tools to do the heavy lifting when appropriate.
>Evolve metrics with your audiences’ behaviorAs search and your customers behavior evolves, it is important to measure the right KPI’s (Key Performance Metrics). Having the right KPI’s in place can glean the right type of insight to truly understand the success of your seo and digital marketing efforts. Keyword rank may not be as valid of a metric as you may think.
Biography / Resume : Chris has extensive experience and insight into digital marketing, lead generation, channel strategy, and B2B marketing. At
Mediative, he has been the lead with key accounts including Allstate Insurance, 3M, American Red Cross, Toys R Us and Deustche Telekom (T-mobile). He leverages Mediative’s knowledge of user behaviour to present both concepts and solutions that will drive on-line marketing efforts forward. Chris is a contributor to the book The BuyerSphere Project – How Business Buys From Business in a Digital Marketplace. He is also a speaker with the Google Engage project, various industry and client events, and is a guest lecturer at the University of British Columbia.