A PUBLICATION OF NICHEQUEST.COM THE LOCAL GUIDE TO GENERATING LEADS & NEW CLIENTS ONLINE THE STEP-BY-STEP GUIDE TO WRITING BLOG POSTS THAT RANK ON GOOGLE
TABLE OF CONTENTS 1 Intro 6 What Customers Want & Market Competition 8 Demand Driven Marketing Tools 13 Blog Writing Tips 16 Conclusion
CHAPTER ONE INTRODUCTION STEP BY STEP PROCESS
The LOCAL Guide to Generating Leads and New Clients Online Demand Driving Marketing Process The purpose of this strategy is to position your business in front of your customers for what THEY want, not what you think they want. This process helps you rank your site using targeted keyword topics and phrases. Demand Driven Marketing is the process of providing your customer with what they want. It involves the 5 step process below: 1. What Is The Value of Your Customer? Write this down. Tip: If you sell flowers, a sale may be $50 on Mother s Day. But a sale to a company for a corporate event may be $500, not to mention repeat sales. 2. Where is Your Customer? You need to tell Google where you provide services or products. Do you need to rank in 1 town, 5 towns, 10, 20 or more? What counties do you service or state names? In markets like New York City, you may need to specify neighborhoods to get found by your target customer. 3. Your Niche Categories? If you re a builder, be assured your customers do not search for builders or contractors. They search for basement remodelers in Norwalk CT or bathroom remodeling Contractors in Stamford CT. Write down what you do and the services you provide. Write down the value of each customer by niche. What is that customer worth to you? 4. How Many Customers Do You Need? If you remodel basements and average profit is $10,000, you need 12 per year to make $120,000 or 24 per year to make $250,000. If you re an accountant and average client is worth $2,000, you need 125 clients to produce $250,000. 5. How Many Clients Can You Handle? Based on the above scenario, can you realistically handle 24 basement remodels or 125 new accounting clients? It s important to be realistic about what is achievable.
Demand Driven Marketing Must Be S.M.A.R.T Specific: Your message about services must be specific. Measurable: How will you measure your results? Achievable: How many clients can you handle? Realistic: Are you being realistic about amount of clients you can handle? Time: Establish Time Goals For example I will get 10 new accounting clients worth $2,000 each in January
CHAPTER TWO WHAT CUSTOMERS WANT & MARKET COMPETITION Demand Driven Marketing Must Be S.M.A.R.T Specific: Your message about services must be specific. Measurable: How will you measure your results? Achievable: How many clients can you handle? Realistic: Are you being realistic about amount of clients you can handle? Time: Establish Time Goals. For example, I will get 10 new accounting clients worth $2,000 each in January
What Does My Customer Want and How Competitive Is The Market? There are hundreds of services in local markets. Most are very competitive for general categories. The larger the city or town, the stiffer the competition. There is generally very low competition for deeper niche keywords and content that educates the consumer and provide a solution to their problem. That s where the money is online. Search with Quotes Searching Google with Quotes around keyword phrases indicates amount of page competition. Example Below: Basement Remodeling Contractors has 315,000 competing pages. Search with Quotes + City Basement Remodeling Contractors Greenwich has one competing page.
CHAPTER THREE 4 DEMAND DRIVEN MARKETING TOOLS Demand Driven Marketing Must Be S.M.A.R.T Specific: Your message about services must be specific. Measurable: How will you measure your results? Achievable: How many clients can you handle? Realistic: Are you being realistic about amount of clients you can handle? Time: Establish Time Goals. For example, I will get 10 new accounting clients worth $2,000 each in January
Tool #1: Using Google Suggest Find What Customers Want When searching Basement Remodeling, Google tells us people search for contractors, ideas and geographic areas. When you search a keyword phrase, type in the letter A, B, C, D and so on to learn from Google other keywords your potential customers search. Examples for Basement Remodeling Notice how the word Ideas in the image of Google search results below opened up a huge opportunity. Before and After Photos Cost Contractors, Companies Designs Framing, Floor Plans Guide Home Theater Ideas - Ideas with Low Ceilings, for small basements, bathroom, bedroom, flooring, Green (environmental), older homes, lighting, modern, office, quotes, rustic, stairs, storage, walls, waterproofing, cabinets Finishing
Tool #2: Amazon Another Amazing Business Resource Here you can find resources that people pay for. If reviews are high, with a high Amazon Best Seller rank, this is the information your customers want. The book below has the highest amount of reviews I found for Basement Remodeling. If you click the book cover, you will find the Table of Contents. Now you can quickly find the best topics. You can then go back to Google Suggest and search for In Demand keyword phrases.
Tool #3: YouTube Demand Driven Business Resource YouTube can be another amazing resource. In the Basement Remodeling niche, there are many excellent videos. You can even break down by niche within the Basement Remodeling niche. In the following pages where I show how to write a blog post on In Demand keyword topics, I ll show you how to write a blog post quickly that will rank on Google.
Tool #4: Frequently Asked Questions Content Idea Resource When people search online or offline for a service provider, they always have questions. If you want to appeal to Google and to your potential customer, search Frequently Asked Questions on Google, they apply to your niche. For example there are Basement Remodeling FAQ s. But you can search much deeper by Niche keyword phrases we found on Google Suggest, Amazon and YouTube. Quick Summary: 1. What Is Your Client Worth? 2. Where are Your Clients? How Big is Your Geographic Target? 3. How Many Clients Can You Handle? 4. Google Suggest Search for Keywords Customers are searching. (put in Excel or Google Docs) 5. Amazon What are The Top Books in your niche? Look for high reviews, Best Seller Rank and Table of Contents 6. YouTube Search for Most Viewed Videos as a resource for your niche markets.
CHAPTER FIVE BLOG WRITING STRATEGY Demand Driven Marketing Must Be S.M.A.R.T Specific: Your message about services must be specific. Measurable: How will you measure your results? Achievable: How many clients can you handle? Realistic: Are you being realistic about amount of clients you can handle? Time: Establish Time Goals. For example, I will get 10 new accounting clients worth $2,000 each in January
Tips for Writing Blogs 1. Do Your Niche Search First 2. Create a Long Term Plan from research at Google, Amazon, YouTube and FAQ s 3. Write one (1) blog post per week. Treat your blog like a meeting with a client. Write it in 30 to 60 minutes. Create a Structure for Your Blog Before Writing Introduction (50 words) Include Main keyword phrase in sentence #1. First sentence and paragraph should be specific to what the blog is about. Get to the point quick. Write 30-50 words. Body of Blog (5 x 50 words = 250) Try to break down to 5 sub topics including relevant keywords and synonyms of main keyword for blog. Try to write 50 words for each paragraph (50 words x 5 paragraphs = 250 words). Use Bold Paragraph Topics with a keyword. This will enable the reader to scan your blog post for what relates to them. Questions and answers produce big results. Conclusion (50 words including geographic areas) Here is a great area to write 50 words about your services and Geographic areas you specialize.
Last But Not Least for Blog Posts Finish Your Blog Post with These 1. Title Tags Use Your Main Keyword and Topic with a high Level Geographic Keyword. Example Basement Remodeling Contractors in Fairfield County CT 2. Meta Description Example - Looking for basement refinishing ideas for floors, walls and even low ceilings? We are basement builders serving home owners in Greenwich, Stamford, Darien, Westport, New Canaan and Wilton. Note: Keyword Density is very important. This is the amount of times you use your main keywords. Try not to exceed 3% or 3 times per 100 for your most important keywords.
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