Guiding a client to the right campaign can seem like a vague, speculative task.

However, when the right tools and techniques are used, creating a campaign can actually be clear, distinct, and certain.

Guiding a Client: How to Create the Right Digital Marketing Strategy

Define the Specific Goals

It’s important that all campaigns have a goal. This goes for political campaigns, military campaigns, and marketing campaigns; if you don’t have a clear goal, you won’t know if you succeeded.

At 602, we start by defining the goals of our campaigns, and lay these out in a clear, well-organized manner. Once the goals are defined, whether it’s landing page visits, increased conversion rates, or bounce-rate reduction, we then set out to create a strategy that is uniquely tailored to meet these goals.

Guiding a Client to the Right Campaign Requires “Buyer Personas”

Perhaps the most important step to creating content that will deliver results, the concept of “buyer personas” is essential to the content you create and the topics you choose. Buyer personas are highly generalized fictional profiles of someone who might use your products or services. To give the personas a sense of individualism (each customer is, after all, an individual), personas are given names like Blue Collar Bill or Lilly the Landlord. These personas represent the ideal customer, allowing marketers to identify the types of people your business wants to attract.

The real challenge, however, is actually defining the personas. Hubspot provides some excellent resources for creating personas, including surveys and interview templates that you or your digital marketing team can distribute to customers and clients.

You can also look at your current contacts to uncover trends in occupations, market sectors, and geographical locations. For example, you might find that many of your customers work in office management positions and live in suburban towns. That might not seem extremely profound, but compile enough small details, and you’ll start to see well-defined personas.

One of the best techniques is to redefine your contact forms to provide information you need for personas. If you are attracting managers and business leaders, you could ask for information related to company or team size. Do they lead 5 people or 5,000? That information could help you define personas and in turn develop a content strategy.

Content with a Purpose

Now that we have the buyer personas, we can start to create content with a purpose. There is an important principle to remember: create content about your industry or area of expertise, not about yourself. Remember that the content produced is intended to draw people in, so answer common questions, discuss issues, and think outward. In other words, don’t talk about your business. Talk about your line of business.

Analyze and Repeat

At the end of a football season, a coach will take a step back, look at the tape, and analyze the results. He’ll use this information to make adjustments, hopefully enhancing the chances of a championship in the upcoming season. In the military, there is a task called an After Action Report, or AAR. This is designed to identify problems and gain insight from potential lessons.

Our analysis serves much the same purpose. We use tracking and measurements to see what worked, what didn’t, and where we can improve. With our analysis, we are able to gain insights into the most effective steps and provide world-class, accurate recommendations based on real-world data – not speculations or theories, but cold hard facts. When guiding a client to the right campaign, our analysis is an important step.

With the right techniques, the right information, and the ability to adapt, we are guiding clients to the right campaign on a regular basis.

The 602 Team is Ready to Create Your Campaign

Contact the experts at 602 Creative Studio to learn more about our effective digital marketing strategies.

From blog content to web design, we’ll help you achieve greater results with your online presence!

To run an effective inbound marketing and SEO campaign, understanding the difference between short-tail and long-tail keywords is crucial.

They can be tough to implement, but when utilized properly, both types of keywords can bring effective results.

Understanding the Difference Between Short-Tail and Long-Tail Keywords

The generally accepted cutoff point for short-tail and long-tail keywords is three. A keyword search of three words or less is considered “short-tail,” while anything four or more is considered long-tail. That’s the fundamental difference, but like anything with inbound marketing, understanding the difference between short-tail and long-tail keywords is a little more complicated.

Basically, short-term keywords are broad and far reaching while long-tail keywords are more specific. Using three words, for example, doesn’t let you elaborate like you could with four or more.

Let’s break down an example …

If someone in Omaha, Nebraska needs their Kenmore Model 253 refrigerator repaired, they could go online and simply type “refrigerator repair,” which is a short-term search that will bring broad results.

They could get a little more specific by searching “refrigerator repair Omaha.” This will likely find repair professionals in their area but will still be broad.

If they search “Kenmore Model 253 refrigerator repair Omaha,” they’ll likely find technicians in their area who are capable of repairing the specific product. As a search engine user, the more words you use, the better Google can deliver effective results.

Pros and Cons of Short-Tail Keywords

• The Advantages: Short-tail keywords drive lots of traffic. Because they are simple and broad, there are potentially millions of people searching for these basic terms. If you can rank for short-tail keywords, you stand to greatly improve your site traffic. When writing inbound marketing content, adding short-tail keywords to your articles is usually quite simple.

• The Disadvantages: Unfortunately, actually ranking for short-tail keywords is immensely difficult. You need to be realistic about the competition and understand that elbowing your way to the top of short-tail keyword rankings is unlikely. Also, even if you do win with short-tail, it may not bring the right type of traffic (i.e.: motivated buyers) to your site.

Pros and Cons of Long-Tail Keywords

• The Advantages: While each short-tail keyword has more search traffic, searches of five or more words actually account for nearly 70% of all impressions, according to Report Garden. Long-tail searches have less competition per keyword and generally deliver the type of visitors you desire and, according to SEO Pressor, often have better conversion rates.

• The Disadvantages: There are, of course, disadvantages to long-tail as well. Determining which long-tail keywords you want to prioritize is a time-consuming challenge, and it can be harder to naturally write long-tail keywords into your content. While each visitor from a long-tail search is usually more effective, you’ll have a smaller pool of potential

Understanding the Difference Between Short-Tail and Long-Tail Keywords

As a marketer, you can use this to your advantage. Think about what your customers need. If you design, build and install custom cabinets in San Jose, you probably won’t rank highly for “custom cabinets.” However, you could make a viable effort to rank for “San Jose custom cabinet design.” There will be fewer people searching for this longer term, but the people who do will be more likely to become your customers.

Understanding the Difference Between Short-Tail and Long-Tail Keywords is Easy with 602 Creative Studio

Contact the professionals at 602 Creative Studio and we’ll help you create a world-class inbound marketing campaign with effective and efficient short-tail and long-tail keywords.

Discover how keyword creation can be easier than ever with our trained and knowledgeable team!