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You have bought your domain name, hired a web designer that is building an excellent site, or you have an existing site and your email box is empty. As you scratch your head, you wonder, where are my customers?
Hold on to that thought, just because your rocket is on the launch pad does not mean the rocket has launched. That rocket needs fuel to get it into the web (outer) space.
Have you thought about what your customers need? Your customer is looking for answers to questions they have. What usually happens is a person uses a search engine to ask a question to find information. Do you have that relevant information “out there” for them to find?
A Buyer Persona will help you focus on who your customers are and what types of questions they have. A buyer persona is a made up customer based on what your ideal customer would be. You want to research demographics, what motivates them, and what goals they have. Looking at you current customer base is a good starting point. If you are a start-up, interview your friends and family. Do real research, figure out an honest answer, don’t make assumptions. Through interviews with current customers, you will understand what challenges they have, what motives them, and how they research products and services before they buy. After collecting this information write a complete description of your buyer persona. Use this buyer persona to create content.
Your Buyer Persona will direct you toward the material to build. Figure out your content strategy and make a plan. Content comes in many forms: Articles for website and blog, infographics, case studies, videos, e-books, worksheets, templates, and checklists are just a few examples. Pick a form your customer will find helpful when trying to solve their problem. Now is not the time to talk about your product or service that will come later. This content should be information the customer is looking for when trying answer to their questions. Make sure your content is a quality resource piece then it will help increase traffic to your site.
Search Engine Optimization (SEO) is a process that helps search engine spiders find your site. Keywords and keyword phrases, also known as long tail keywords, are the words customers’ type into the query box so search engines can find what they need. Search engine companies, like Google, rate these words according to how popular they are and if they are coming from an authoritative source. There is a lot of information the search engine companies look for when ranking for listing on Search Engine Results Page (SERP). The information ranking system changes almost every day without any announcements. Read over your content and see what keywords already exist. Make a list of what you think are keywords. Then do some research to find out what competitors are using for keywords and phrases. Maybe there are a few you could work into your content. Do not copy competitor’s content, make it your own, and give credit when it is someone else's idea. Use your analytics to check what keywords your customers are already using. Keep a list and update it often. Refresh content as needed to keep it current. As you work through this process, you will become more accurate and develop a list of keywords that give your site that higher ranking.
There is no fast way to do the three processes outlined above. It is a process that will develop over time. With the right amount of perseverance and research you will accomplish what you set out to do, get more traffic to your site by helping your customers solve their questions and problems. This creative content will keep your customers coming back again and again, and they will also give recommendations to other potential clients.
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I want to thank hubspot.com for their detailed, up-to-date information.
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By Wendy Danko
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