There’s no greater gift you can give to a seller than leads so we’ve uncovered 3 core SEO principles to help increase your inbound sales.
We’re working to unite the two warring departments of sales and marketing. Kyle Carney has a passion for helping businesses grow and he does that with principles that help organizations earn inbound leads as fuel for growth.
Lead generation mistakes
Many businesses chase after the wrong keywords in their SEO efforts. They know their industry and their target market but they pursue vague SEO terms. If, for example, I search for “new homes,” that could suggest that I’m looking to buy, or to build, or to discover what a new home costs.
Businesses can improve by being more strategic in their efforts. So instead of searching for “new homes,” they can work to rank for “new home builder in Colorado.” That strategy is crucial for online success because that generates traffic that has qualified itself before the conversation even begins.
Google knows everything. It knows where you are, so if your website indicates the area that you’re serving, it will figure that out.
One: Get your website right
The messaging on your website has a huge impact on your inbound sales. We must make sure we get the right message in front of the right clients so they qualify themselves prior to beginning the conversation.
When we do, the work becomes like fish in a barrel because prospects come to you and say, “I saw this on your site and it’s exactly what I need.”
Building a website with proper messaging for the right audience allows your prospects to move themselves down the funnel. #SEO
Improve your site
Sellers wear a lot of hats and sellers have the ability to influence anyone. If we want to increase our bottom line, it’s in our best interest to connect with the marketing people and convince them of the importance of a smooth website.
- Work toward a mobile-friendly site. Most sites are, but there are small tweaks that will make your site operate faster. If the site isn’t designed correctly, it will run slowly which will affect your rankings.
- Identify the things your customer wants by understanding how they find you. If they find you online, ask what they were searching for. You’ll discover actionable information that will help you refine your website.
- Find keywords that match what you do. Strive for specific, clear intent.
- Be data-driven. Find the search volume for keywords to help you decide on your messaging.
Rank for the right things
Most of the data about search content is freely available using tools like Google Keyword Planner. Initiate a conversation with the marketing department to ensure that you’re ranking for the right phrases. If you’re ranking for phrases that no one is actually looking for, it will do nothing for you.
Once you’ve got the website functioning smoothly, you’ll focus on converting those prospects using content.
Two: Generate content
This isn’t a reference to a basic 300-word blog. It’s quality content that focuses on answering their key questions and includes every type of content.
If every seller would create videos to provide information, the potential would provide to be unreal. Create videos. Write blogs. Answer frequently asked questions.
Block out 15 minutes to create content daily, even if you have to do it during lunch. It’s arguably one of the most valuable exercises a salesperson can do.
Write down every question people ask you and rank them from the most common to the least. People frequently ask “How long does it take for SEO to work?” SEO is kind of a nerdy topic that many businesses don’t think about. Once they address it, they often want to know how long the results will take, so he wrote a massive article breaking the process down.
He didn’t intend to sell anything, but rather to provide quality information. Within a couple of weeks, people reached out to him asking if they could share it. Then, he landed on a list of 25 top Internet marketing articles worldwide, and he was surprised by the fact that people were even able to find him.
Kyle points to The Go-Giver as a book that changed his perspective and motivated him to enrich the lives of the people who engage with his content. Now he uses the article during conversations as a source of information he can share with people.
The article set him up as a thought leader and authority on the topic of SEO.
Think long term
SEO is a long-term game. It’s a process that won’t happen overnight. If you use it effectively, you’ll see results.
The challenge, Kyle said, is that many sellers have huge lists of content they’d like to create but because they have big deals on the line, they have to prioritize those deals because that’s money in the bank. It’s difficult to prioritize stuff that doesn’t pay off immediately.
In the long run though, you’ll make so much more money if you can generate content and videos consistently.
Kyle is a big proponent of YouTube but he recommends doing whatever is easiest. Just do something. It’s much better to do something than to wait forever for the perfect opportunity. Use whatever you currently have available.
If that means starting from scratch, YouTube is a great place to start. It’s a massive search engine all its own. Your videos don’t have to be long, and you can even hire people to create them for you.
Three: Make quality connections
Kyle points to the hybrid approach as the best method of conversion. Provide gated content as well as free, accessible content. Create, for example, an amazing guide to the top 10 things to know about your business, and then ask for an email to access it. Connect that to your CRM so you’re providing something valuable that benefits your audience. You’re getting something and they are getting something in return. You’re getting a warm lead and you have an opportunity for a simple follow up.
- “I saw that you downloaded our guide. I’d love to answer any questions you have or hear any insights you had from a business owner’s perspective.”
Then, use your CRM to determine what pages your visitors are seeing on your site. If you can track where they are going on your site and determine what things they are reading, then you can ask them to use this information in your sales process.
People are thirsty for knowledge, so if you can be a resource that answers their questions, it will build a foundation of trust.
Give your prospects something specific they can apply to their own situations. In my case, I might ask prospects to try sending five emails to see what kind of results they get, or to test LinkedIn connections. Keep it simple. Don’t ask them to read a 500-page SEO book. Give them a quick win.
Leverage your connections
As you’re out in the world networking, you’re developing key partnerships and mutually beneficial connections. Leverage those opportunities.
If you’ve written something valuable, ask the people around you to share it. Then, offer to serve those connections as well by volunteering to write an expert blog post on their site. Tell them you’re only asking for a small linkback. It involves writing and proactive outreach, but the payoff is huge.
The Internet is a popularity contest, and Google works the same way. When more websites talk about your website, that suggests to Google that there’s something valuable for its searchers there. Google will bump it up in the rankings.
It isn’t glamorous work but it can be very impactful. Instead of working to leverage random contacts, you’ll focus on the ones you’ve already built.
Social media can be powerful for reasons beyond those that we already know about. If you give someone a shoutout on social media, that doesn’t necessarily improve their online visibility, but if you’re an influencer within your network, it provides credibility and it may drive people to visit.
Write down the questions that people ask you every day and then provide answers to them. Provide the information people are looking for. Don’t hide behind a curtain and don’t keep trade secrets.
“3 core SEO principles” episode resources
You can connect with Kyle at FirestarterSEO.com or on LinkedIn. He calls himself an open book and says he’s happy to educate people about SEO. If you simply have a question to ask, reach out to him on social media.
You’ve heard us talk about the TSE Certified Sales Training Program, and we’re offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester. You can take it on your own or as part of the semester group.
If you and your team are interested in learning more, we’d love to have you join us. Call (561) 578-1729 to speak directly to me or one of our team members about the program.
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