Welcome to Craft Marketing! Next Craft Marketing: Tues, 4-30 Chris - - PowerPoint PPT Presentation

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Welcome to Craft Marketing! Next Craft Marketing: Tues, 4-30 Chris - - PowerPoint PPT Presentation

Nov 06, 2023 42 likes •707 views

Welcome to Craft Marketing! Next Craft Marketing: Tues, 4-30 Chris Hofmann, SequelResponse: ITS ALIVE: Direct Mail For Digital Marketers Creating Content to WOO Search Engines and WOW Customers Beware of advice. Even this.

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Welcome to Craft Marketing!

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Next Craft Marketing: Tues, 4-30

Chris Hofmann, SequelResponse: “IT’S ALIVE: Direct Mail For Digital Marketers”

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Creating Content to WOO Search Engines and WOW Customers

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Beware of advice. Even this.

“ ”

  • Carl

Sandburg

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Why are you here?

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Define WOO

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Define WOW

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  • 1. Copywriting for search

engines - on-page

  • ptimization elements
  • 2. Copywriting for people -

what gets attention, clicks and conversion

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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

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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
  • n-page and visual appeal (9%)
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Highrise switched offer in headline - +30% Conversion!

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Brian Dean added emotion to headline...

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Time to...

Woo

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Start with the SERP

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If you beat the expected CTR (click-through rate), then you’re far more likely to rank in more prominent

  • positions. - Larry Kim
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20% Lift!

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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

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Help Me Out:

Craft Marketing...

Low Price? Freshness? Brand? Volume? Speed?

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Optimize H1, H2, H3...etc. (Headlines!)

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Check your analytics

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Assign H1, H2s to Semantic Keywords

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After! Before

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Search is changing

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This is the mega-trend in SEO: more features on search results pages and therefore a lower click through rate to websites.

“ ”

  • Andy Crestodina
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  • 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

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Time to...

Wow

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Content created merely to further a search engine is a waste of time and effort.

“ ”

  • Ann Handley
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  • 1. Get ‘em early
  • 2. Use benefits
  • 3. Speak their language
  • 4. Write with clarity

How do we write for people?

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  • 1. Get ‘em early
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Use headline formulas

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Modifiers - Details Count

  • Best
  • Fast
  • Checklist
  • Guide
  • Tips
  • Easy
  • Simple
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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”)

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Use App Method

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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

  • 2. Use Benefits
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Benefits, not features

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Help Me Out:

Craft Marketing is a place to network. Craft Marketing helps you gain insights. Craft Marketing serves drinks.

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  • 3. Speak their Language
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Guerilla Research: 3 phone calls

Go 1-on-1 with 3 customers

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Use keyword research to find their words, not yours

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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?
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Use thank you pages to find

  • ut why they buy
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  • 4. Write with Clarity and for

Skimmers

  • 1-3 lines
  • Use bullet points
  • Use subheads

and graphics

  • Use visuals
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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
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  • Omit needless words
  • Delete marketing fluff
  • Less is more
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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

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Customer Success Post-Implementation Buying Comparison Solution Awareness Problem Awareness No Problem Awareness

Align Content to the Customer Journey

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The Last Word:

Read

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Greg Mischio Founder - Lead Strategist greg.mischio@winbound.com 608-445-0683

Text 415-528-7403 and enter “Winbound” for:

  • Content - Conversion Scorecard
  • Link to article on Optimizing for

SERPs