Building an SEO marketing strategy for your business is one of the smartest decisions you can make. Search engine optimization lets you ensure that you have a well-established online presence and that your company’s website, products, and services are easily accessible to potential new customers.
Many people are interested in learning the basics of SEO marketing on their own and building their own in-house online marketing strategy. This can be difficult to do at first, but having these skills in-house can be a benefit for your business long into the future. For those looking to explore this option, this article will give you some insights on how to begin your own internal SEO marketing campaign.
Conduct an SEO Audit
The first step to setting up your own SEO marketing campaign is to find out what your organic baseline is for search engine ratings. You can find some online tools to help you evaluate your current ratings so you have a starting point.
Find Your Keywords
The next step to a successful SEO marketing strategy is researching the proper keywords to relevant search queries related to your business. These will be the words used by your customers and potential customers when they are searching for products or services similar to what your business offers.
These words are important for you to strategically place within your content to make it easily searchable. These keywords also typically change over time, so it will be important for you to reevaluate your SEO marketing approach frequently to ensure it is up to date.
Create Content and Evaluate
The next step in putting your SEO marketing strategy into action for your company is to create great content using your researched keywords. There are two different places you will need to incorporate these keywords.
The first place is to put keywords into your onsite content. This includes your website content, blog content and any other content created directly by your business for customers. Blog content can be extremely useful for this since it is created regularly, and provides useful information to your customers.
Another great place to include keywords is in off-site content that links back to your on-site content. This will help to connect your desired keywords to your company and its online presence.
Hiring an SEO Marketing Agency
If you’ve tried all these options yourself and are not seeing the results that you want, it could be worth considering hiring an outside agency to handle your SEO marketing for you. Building a successful digital marketing campaign can take a lot of trial and error to discover what works and significant up-front time investment to learn the tricks of the trade.
Hiring an SEO agency can ensure that your digital marketing is done by experienced professionals and gets off to a good start even before you’ve become an expert on the process yourself.
Most Important Characteristics of Successful Marketing Managers
Hats off to all the marketing managers out there, calling the shots and making things happen every day. This job is not for the faint of heart – it takes years of determination, plus some trial and error – to master these skills and succeed.
There’s no denying that marketing managers have a tough gig, but what exactly are the key characteristics that set the best apart from the rest?
We spoke with experienced execs from the front lines of marketing, and here’s what they said about what it takes to be an elite marketing manager in the modern era.
Defining the Role of Marketing Manager
Before we explore the skills and characteristics that a marketing manager needs these days, let’s figure out exactly what it means to take on this role.
The definition of a marketing manager may vary from one company to the next, but in general, we see many of the same descriptions across different industries – even as the role evolves.
“In my view, a marketing manager is someone who oversees all the campaigns and operations within a marketing department, constantly moving things forward to achieve better outcomes,” said Will Watters, Co-Founder and Creative Director at Western Rise. “This person should have a hand in every aspect of the department, ensuring everything is going to plan and getting it back on track when things go astray. Some marketing managers are more specialized, but the best ones are able to multitask with tons of different projects at once.”
It’s not just within the marketing department that a manager needs to be on top of their game. Top performers in this area know that the job demands coordination with other parts of the company, clients, and collaborators, too.
“Dealing with the internal marketing team is just one facet of the job,” said Lindsay McCormick, Founder and CEO of Bite. “High level marketing managers are also connecting with sales teams, product developers, researchers, and other departments to make sure their ideas will pan out properly throughout the business. Furthermore, marketing managers need to work closely with partnerships and influencers that keep the machine running on social media or SEO. This is a job that goes way beyond the borders of the company itself.”
While there may not be a strict definition of a marketing manager that applies to every business, companies on the rise may want to create their own parameters and build a role around their specific needs and priorities.
“With something like marketing, the job of a manager is constantly evolving and broadening in scope,” said Dylan Fox, Founder and CEO of Assembly AI. “It’s definitely not a cookie-cutter position anymore, and it’s up to the executive team to delineate where these responsibilities begin and end. The clearer you can be in defining the role, the easier your recruitment process will be and the more successful the individual who steps up to the plate.”
Core Attributes and Abilities
The role of a marketing manager may be hard to pin down, but there are surely some key attributes and skills that apply to top performers in the field.
“You can’t deny the power of an analytical mind in a marketing manager, since that mental horsepower is necessary to process the heaps of information flowing each day,” said Matt Rubright, Head of Growth at Candidate. “These people are expected to work with several different platforms, crunch numbers with regard to campaign performance, map out targets, all while keeping an eye on finances and budget limitations.”
Data analysis is just one piece of the puzzle, of course. Creative thinking is also a defining feature in marketing managers who tend to go above and beyond.
“A natural curiosity and creativity is absolutely necessary to succeed in a field like marketing, and a manager needs these attributes to lead the way,” said Jeremy Goldstein, CEO of Navitar. “The playbook for marketing is not complete by any means, since tech trends move so rapidly. To succeed as a marketing manager, you really need to stay on top of these developments and look at everything from an original, creative angle.”
On the subject of tech trends, marketing managers must have a firm grip on the software of the moment, whether that comes from hands-on experience or extra coursework to learn the ropes.
“The full suite of Google Analytics and Ads software is a good starting point, but there’s so much more to it now,” said James Shalhoub, Co-Founder of Finn. “Marketo is increasingly popular, as are MailChimp and HubSpot. A well-rounded marketing manager is equipped to take on everything from CRM and SEO to content creation workflows, automation, lead gen, and much more.”
We can’t overlook the hard skill of sales that permeates all of business, especially as marketing is so closely related. A marketing manager with a strong sales background or willingness to learn – truly dangerous!
“We’re watching the barriers blur between sales and marketing departments more by the day, and so we expect a level of competence from managers on both sides to know the basics of different disciplines,” said Shaun Price, Head of Customer Acquisition at MitoQ. “The skills are complementary, and there are lessons to be learned that multiply existing skill sets.”
Personality Types and Soft Skills
Learning the science of marketing takes time, but there is an art to the practice, as well. These are the “soft skills” we hear about that certainly make a difference when dealing with people, whether they be in-house teams or external clients and partners.
“Interfacing with other people is the bread and butter for a successful marketing manager, perhaps even more important than the creative or analytical side of things,” said Jason Boehle, CEO of QuaGrowth. “You can always bring on more creatives or quantitative people to handle the details of a campaign or analyze data, but it’s way harder to find a true leader who communicates well and brings teams together.”
The tricky part is actually finding a marketing manager that demonstrates these soft skills and personable traits. They are hard to define, and don’t appear on tests or profiles. Thankfully, there are some reliable frameworks to follow when choosing managers.
“My four keys of great managers are as follows,” said Writer and Speaker Marcus Buckingham. “(1) When selecting someone, they select for talent, not simply experience, intelligence or determination. (2) When setting expectations, they define the right outcomes, not the right steps. (3) When motivating someone, they focus on strengths, not on weaknesses. And (4) when developing someone, they help him find the right fit, not simply the next rung on the ladder.”
Of all the skills we’ve discussed so far, which is the most vital for a marketing manager? The ability to see situations from different angles and put oneself in another’s shoes – seems to be the missing link in many companies.
“Empathy helps you understand your target customers’ needs,” said Dino Ha, CEO of Kaja Cosmetics. “We believe in building products around what people want and around the audience that we want to serve. While your current offering may be selling well in one market, it’s essential to determine whether your products resonate in another. We saw different opportunities to target different customer segments through a variety of retailers. However, we needed to specifically design our brands and products by first understanding that audience and what they are looking for. Our multi-brand and multi-product strategy enables us to have a portfolio of indie brands with a specific purpose rather than a mass brand that serves all people.”
Practical Tips from the Pros
If you’re on a quest to become a great marketing manager, or you’re simply searching for a person to fill this role in your company’s ranks, we’ve got some practical tips to apply that can help you achieve those goals.
“Focus on results only,” said Astronaut Marketing Founder Annika Helendi. “Agree with every department/team/person on what their key performance indicator is. The focus has to be clear, and there has to be a numerical goal agreed upon too. After you have done this, you don’t really care if somebody is working 8 hours a day (which is BS anyway – you can rarely do over 6 hours of productive work in a day). I just follow up on how people are progressing with their KPIs. The approach is very black and white. It doesn’t allow anyone to hide between busy work, only results matter.”
As always, a passion for marketing and the product itself is key to success in this field, so that should remain top-of-mind for anyone stepping in the ring.
“You can’t fake caring about a company and the mission behind it, even if you’re a marketing all-star in every regard,” said Ann McFerran, CEO of Glamnetic. “Success will only materialize when the passion and practice align organically. It may take years to come together, but that’s when amazing outcomes can happen.”
The next generation of marketing managers is gearing up to take on the world as we speak! We are eager to see how innovation and progress shape up in this always-exciting field.
Hire an SEO firm right now!
Making modifications to a website hoping that search engines would notice them is SEO or search engine optimisation. Many SEO strategies are geared toward Google, but they will work on any search engine as long as you know how it works before you begin using them. Enterprise SEO agency systems use a wide variety of optimisation approaches, making it a more involved process. Because it targets a different market and (typically) necessitates a much bigger and more complex website, SEO for major organisations is distinct from SEO for small businesses.
The area of search engine optimization is and has always been one in flux. As a result of Google’s notorious obscurity in their algorithm, several black-hat strategies have arisen. Every day in Australia, new firms emerge with cutting-edge approaches. It’s a growing and thriving sector in Australia, and the country’s profits from it are skyrocketing. What advantages do major organisations stand to gain from working with an Enterprise SEO agency?
Marketing Locally That Is Specifically Targeted
Mobile devices are increasingly being used to do local searches, and they now account for more than half of all queries. That local businesses have an advantage in organic search results is a logical conclusion. To compete locally, a company’s message must be tailored to the target audience’s needs, preferences, and even search style. Using local SEO methods, businesses may more closely match their goals with the needs of their local markets, paving the way for more successful marketing.
For global brands, compelling messaging and reputation management are essential.
Controlling and managing the internet content linked with a company or brand is now possible thanks to search engine optimization (SEO). Positive words regarding the brand and any information that is missing are all included here.
CPCs are at a lower level.
Organic search cost per click (CPC) optimization may considerably impact paid search CPC costs. With a slight tweak, companies may save millions of dollars and produce much more revenue.
Using Social Media to Communicate
Search engine optimization (SEO) statistics may tell you a lot about your brand’s target audience and the general public. This data may be used by social media consultants and marketers to offer their campaigns relevant and requested content to strengthen customer-brand relationships and boost participation.
Make Yourself Reputable (and Keep It That Way)
Incorporating connections to well-known and respected third-party websites helps establish the credibility of any firm. For the same reasons that small firms employ to establish themselves as authorities in their fields and get visibility, large corporations often have difficulty adopting the same strategies. Being huge does not inherently make a firm an authoritative figure. Customers may begin to distrust a company’s motivations as a result. Being important has its drawbacks, but being connected to and engaged with notable and unaffiliated sites lessens those drawbacks.
Collaborate with Others to Make a Difference
Businesses need to connect with their customers if they want to discover new opportunities. Like authority techniques (#5 above), search engine optimization approaches improve brand message to build trust and relationships.
Ensure that all marketing initiatives, online and off, are fully supported.
A company’s marketing efforts are more likely to be successful if they are supported by SEO, making it possible for additional customers to be reached via links and previously developed content for another marketing channel to find new life on the video-sharing site YouTube. Seo data may reveal trends in user behaviour that can help other marketing efforts, as previously noted in this article.
Targeting New Customers Is a Great Way to Increase Your Market Share.
The search patterns of a company’s clients might convey the message and goals of that company. You may reach new consumers and advertise current or new products by executing an intelligent SEO strategy and constructing links.
Cracking The Law Firm SEO Secret
The Law Firm SEO Secret
Not one law firm SEO trick, but rather three core principles that if applied correctly to your law firm website will skyrocket your rankings.
The best thing about the Law Firm SEO Secret is it makes ranking for highly competitive keywords easy. The most difficult part of implementing this secret is simply understanding what you need to do and where to go to make it happen.
If you are looking for a single trick that will get you top rankings without any effort whatsoever, this article is not for you.
Now that I have your attention, let’s explore the three core principles of the Law Firm SEO Secret.
Finding Keywords That You Can Rank For With Ease
There are two types of keywords when it comes to SEO. The first type is keywords which because of their popularity in internet searches receive an incredible amount of competition from other websites.
The second type is less popular keywords with little to no competition. Keep in mind these less popular keywords can be even more difficult to rank for than highly competitive keywords because there is virtually nobody working on ranking them.
Finding Less Competitive Keywords To Rank For
The first step to discovering less competitive keywords is to simply use a google keyword research tool. There are several of these tools available, but for our purposes, I recommend using either Google’s free Keyword Tool or Wordtracker.
After you have typed in your first keyword into the tool, click on “Get ideas” and let the tool work its magic. The objective here is to gather as many relevant, low-competition keywords as possible that you can realistically rank for.
Once you have run through all your highly competitive, high competition keywords it’s time to start focusing on finding easy keywords with little to no competition.
Why do you need a blog for your law firm website?
A blog is an excellent resource when searching for low-competition keywords. When you add your law firm blog to a google keyword search, it offers great insight into the types of words and phrases people are searching on when they land on a law firm website.
Keywords Are Not Just For Websites Anymore!
Your law firm has a footprint in its local community that extends far beyond your website. This footprint includes calls that come into your office from people who found you by researching on their own, whether via the internet or through other means such as referral from another client.
In addition, with so many competing billboards and advertisements, it’s becoming increasingly more difficult for anyone to stand out from its competitors.
The Solution? Take advantage of the keywords you have already worked so hard to find and use them in your offline marketing materials including brochures, business cards, websites for other professionals that refer clients to you (i.e. medical professionals), local community events, etc…
How To Use Your Law Firm SEO Keywords When Speaking With Clients
When speaking with a client over the phone it is important not simply rely on memory when referring potential clients to your website for more information.
Rather, if possible grab the phone number of the person sitting across from you and start typing it into your computer while you are talking with them on the phone.
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