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

After!Before

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

1. Get ‘em early2. Use benefits3. Speak their language4. Write with clarity

How do we write for people?

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

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

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

Guerilla Research: 3 phone calls

Go 1-on-1 with 3 customers

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 CleaveNetwork 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 CleaveNetwork Device ManagementEnsure 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

Customer Success

Post-Implementation

Buying

Comparison

Solution Awareness

Problem Awareness

No Problem Awareness

Align Content to

the Customer Journey

The Last Word:

Read

Greg Mischio Founder - Lead Strategistgreg.mischio@winbound.com608-445-0683

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

● Content - Conversion Scorecard

● Link to article on Optimizing for SERPs