Team Tower is back with another edition of Tower After Hours, our digital marketing podcast. In this episode, we’re addressing the relationship between marketing and sales, great PPC campaigns, content that SEO approves of, and the fact that parents just don’t understand.
What Our Parents Think We Do: 0:40 — 8:50
When you work in a technical industry, it can often be a challenge to get your family or friends to understand what you do for a living. Whether it’s trying to explain SEO to your grandmother or a parent that calls you at work so you can fix their computer, you probably can commiserate with our stories.
Marketing and Sales: What Are The Expectations: 8:50 — 22:55
Mike kicks-off a moan fest productive conversation about the misconceptions about sales and marketing and how they should work together. Should marketing always lead to a sale? Is marketing about enticing the user or driving them to make a purchase? Will marketing be your pull and sales be your push? This is a conversation that needs to happen between a marketing agency and a client to make sure everyone is working to meet realistic expectations.
Making Your PPC Shine: 22:55 — 27:30
While PPC ads may not lead to an immediate sale, it’s important not to overlook their ability to assist in the sales process. If you’re new to PPC, Meg outlines a few ways you can improve your efforts.
- You don’t have to get it perfect right off the bat. PPC campaigns give you continuous insight into new keywords/phrases that you can incorporate into your ads and site content.
- Make sure your landing page copy has the right tone. Ninety percent of customers are more likely to trust brands with custom content that is informative rather than sales driven.
- Consider the buyer’s journey. Is your audience in the awareness, consideration, or decision-making phase? Make sure your ads and landing page address them accordingly.
Content to Make Your SEO Team Proud: 27:30 — 38:54
When you’re writing website content, you always have that SEO voice in the back of your mind reminding you to optimize, optimize, optimize! But to create a helpful experience for the user, keeping your writing natural is even more important. Here’s what you can do to create natural content that your SEO team will approve of.
- Create a foundation of content that users at every level of awareness can relate to and find value in.
- Grab a user’s attention early and find ways to keep their attention throughout your content.
- Write content that is conversational. A website is not a term paper.
- Use your keywords carefully. Keyword stuffing is the opposite of natural and can be spotted at first glance.