Brands I’ve Enhanced

Posted on by paul in Articles 1 Comment

Marketing on the Internet

A wide range of experience with some of today’s most recognized brands has taught me that you must push (extra hard ) to keep these monster brands fresh and meaningful.

I’ve enjoyed engaging these and numerous other brands both large and small. From print marketing to digital lead generation, promotions to loyalty, my wide and deep experience has put some gray hairs on my head, and created some valuable branding insights…

1) Visualizing the big picture
I’m concerned that any marketing effort lines up with the long-term goals and purpose of the brand.

For example, by presenting the idea of your family enjoying a stress-free mealtime where actual conversations can happen, Schwan’s Home Food Service was able to grow acceptance and deliveries into micro localities. See the example here

2) Tapping into the new
New technology can make our marketing so much easier, but don’t get caught in the trap of new for new stake. Cool new technology must deliver real results.

For Imation I identified and developed a keyword strategy that helped drive organic search traffic to specific product landing pages. Here is a post on a related advertising project I completed for Imation

3) Validating with proven standards
I’m a believer in direct marketing. And the Web offers amazing opportunities for direct marketing to thrive. But it’s best to have a great offer, a solid call-to-action and an easy to use capture experience.

When Sage Software needed to improve their lead generation efforts, I drove my team to develop a prospect survey that resulted in an infographic as content. This strategy beat all of Sage’s previous controls. See the infographic here.

Do you know your 10 most important keywords?

Posted on by admin in Articles Comments Off on Do you know your 10 most important keywords?

Minneapolis Content MarketingAs published on

SEO 101 for marketing on the web, plus two cool tools to use today
After 20 years as an ad & marketing guy, I’ve found that most businesses know their business and have an established set of words & descriptions. But too often many simply don’t always know or understand their online marketing lexicon. And by that I mean the words prospects are searching online to solve their problems.

When you think of the web search queries, try to think of Google or Bing or You Tube as being an enormous help desk  — or better yet a concierge. A smart efficient helper directing you to a solution. So make sure your words and search meanings line up. In other words, speak your prospect’s language.

For example you may think you are selling home heating systems 22K searches per month, when furnace gets 5 million searches.  
If you sell dog accessories 110K searches per month, consider emphasizing hot items like dog bed 450K and dog collars 673K searches per month.
 You may be a cosmetic dentist 368K but you’d best be using teeth bleaching 1 million monthly searches as one of your 10 words.

I know this exercise may seem overly simplistic, but these 10 words are the foundational logic of your business online. And finding the right words is really a process of relation. By that I mean first nail down the core 4-5 words you know are critical and then branch out for more related terms or phrases. Confirm your 10 words and load them into your web marketing efforts.

Think beyond your website
Your 10 words need to live well on your website as SEO magnets. But they also need to be sprinkled into all your online effort like your blog, press releases, articles, white papers, case studies and your social media. Remember, You Tube is the #3 search engine, so it’s important to be there with the words that connect with your prospects.

Here’s how to start, or restart
As an established business you may already have a pretty good grasp of your 10 words. But it’s important to examine and even re-examine these from time to time. I believe trends, new business demands and changes in your industry can continually influence your 10 words.

It’s all relative
For starters try this cool Visual Thesaurus tool from Think Map to start determining the different words that relate to your business. This Gantt-Style mapping tool lines up related words in a diagram. The movement and motion of this online tool is quite addictive! Using these related words will help you determine a wide range of terms for your business.

Value your words
Next, take that big bunch of related words and see what they are really worth. Try plugging them into KeyWord Spy. This is a neat tool much like Google Adwords. You can use their basic plan for free to get started. I like the simplicity and insights it provides.  You get tables that display the searches per month and the cost per click for online advertising. So it’s a real demand /cost analysis of keywords that are being used. And it can be quite revealing.
So go explore with these resources, discover your 10 words and embrace SEO with confidence.

Want to discover your 10 words in the fastest way possible?