Welcome to Craft Marketing!
Next Craft Marketing: Tues, 4-30 Chris Hofmann, SequelResponse: “IT’S ALIVE: Direct Mail For Digital Marketers”
Creating Content to WOO Search Engines and WOW Customers
“ Beware of advice. Even this. ” - Carl Sandburg
Why are you here?
Define WOO
Define WOW
1. Copywriting for search engines - on-page optimization elements 2. Copywriting for people - what gets attention, clicks and conversion
“ When compared to link building, SEO audits and content promotion, SEO copywriting is a high-leverage strategy. A few word changes can have maximum impact. ” - Robbie Richards
3 things to boost traffic 32% 1. H1s and Title Tags to target keywords (9%) 2. Added H2s and H3s to improve architecture, readability and crawlability (14%) 3. Added video and image to increase time on-page and visual appeal (9%)
Highrise switched offer in headline - +30% Conversion!
Brian Dean added emotion to headline...
Time to... Woo
Start with the SERP
If you beat the expected CTR (click-through rate), then you’re far more likely to rank in more prominent positions. - Larry Kim
20% Lift!
Low Price: 4.25% Mortgage rates! Freshness: 2019 top 10 movies! Volume: 155 ways to improve title tags Speed: Quickest way to rank #1 Brand: Winbound’s great title tag tips
Help Me Out: Craft Marketing... Low Price? Freshness? Brand? Volume? Speed?
Optimize H1, H2, H3...etc. (Headlines!)
Check your analytics
Assign H1, H2s to Semantic Keywords
Before After!
Search is changing
“ This is the mega-trend in SEO: more features on search results pages and therefore a lower click through rate ” to websites. -Andy Crestodina
● Target phrases with fewer SERP features ● Fight for featured snippets ● Use Semantic SEO ● Grow your email list ● Write for other websites ● Double down on keyphrase-focused content
Time to... Wow
“ Content created merely to further a search engine is a waste of time and effort. ” - Ann Handley
How do we write for people? 1. Get ‘em early 2. Use benefits 3. Speak their language 4. Write with clarity
1. Get ‘em early
Use headline formulas
Modifiers - Details Count ● Best ● Fast ● Checklist ● Guide ● Tips ● Easy ● Simple
Everybody Writes ● Avoid buzzwords ● Ditch weakling verbs (he slashed his finger instead of he cut his finger) ● Use active voice (“He used active voice” versus “active voice was something he used”)
Use App Method
2. Use Benefits Benjamin Brandall found: ● 61% of headlines do not sell benefits of the software ● 42% of headlines contain jargon ● 80% of headlines use no social proof
Benefits, not features
Help Me Out: Craft Marketing is a place to network. Craft Marketing helps you gain insights. Craft Marketing serves drinks.
3. Speak their Language
Go 1-on-1 with 3 customers Guerilla Research: 3 phone calls
Use keyword research to find their words, not yours
Ask your sales people these three questions: ● What stories are you telling prospects right now? ● What has been your biggest win lately? ● Why have you heard “no” recently?
Use thank you pages to find out why they buy
4. Write with Clarity and for Skimmers ● 1-3 lines ● Use bullet points ● Use subheads and graphics ● Use visuals
The Clarity Cleave Network Device Management Your IT network is the nerve center for all the attached devices, including PCs, switches, firewalls, printers, phones, etc. We’ll make sure they all work together and at peak efficiency. ● Through your network, we can monitor all connected devices and fix problems when red flags pop up. ● We track your hardware’s age and warranty status, and advise you when replacements or software upgrades may be necessary, so you can manage your budget. ● In concert with our Technology Vendor Management service, we can intervene with vendors {such as your telecom/internet providers) to resolve issues with related network devices. Learn how we keep your network devices connected
● Omit needless words ● Delete marketing fluff ● Less is more
The Clarity Cleave Network Device Management Ensure your IT network and connected devices work together at peak efficiency. TechGen will: ● Monitor all connected devices. ● Track hardware age and warranties. ● Recommend replacements or software upgrades. ● Resolve network device issues with vendors (e.g. telecom). Learn more
No Problem Awareness Problem Awareness Align Content to Solution Awareness the Comparison Customer Buying Journey Post-Implementation Customer Success
The Last Word: Read
Text 415-528-7403 and enter “Winbound” for: ● Content - Conversion Scorecard ● Link to article on Optimizing for SERPs Greg Mischio Founder - Lead Strategist greg.mischio@winbound.com 608-445-0683
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