Your keywords are the key words and phrases in your web-related content that make it possible for people to find your site via search engines. A website that is well optimized for search engines “speaks the same language” as its targeted buyer persona with keywords that help connect searchers to the website. Keywords are one of the main components of SEO.

A buyer persona is a semi-fictional, generalized, representation of an ideal customer. The most valuable buyer personas are based on a combination of internal insight, market research, and interviews and surveys of actual customers. Why is it important? – Even a basic buyer persona will help an organization determine where to focus investment and will drive consistent messaging across the organization.

Through tangible profiles, they help you understand your customers and prospective customers better. With a defined portrait in place, it becomes easier for you to tailor content to the specific needs, behaviors, and concerns of different groups. As a result, you will be able to attract the most valuable visitors, leads, and customers to your business.

At Touchline, our mission is to help companies like yours customize your marketing to cater to your buyer personas. We can help align a content strategy to the path of specific buyer personas as they travel through the awareness, consideration, and decision phases of the buyer’s journey.

The time it takes for your website to appear on page one of Google depends on a number of factors. It depends on the search phrase people are using to find your website and the number of other websites that are also available for those search phrases. Nobody can truly say how long it will take for your website to appear at the top of search engine results pages (including people who actually work for Google), however, there are a number of factors that can improve your chances. Building your website on WordPress is a good start as WordPress has some great Search Engine Optimization fundamentals built-in. Creating unique and interesting content on a regular basis for your website is also critical to increase your visibility amongst search engines. Launching your website and then forgetting about it is a surefire way to get lost amongst the noise. We are happy to talk to more about your search engine strategy if we haven’t already.

As an initial attempt to become involved with an approach to modern marketing for your organization, the recommendation is to develop a recurring monthly newsletter to support list building and basic lead nurturing. Development of a recurring eNewsletter is a basic core component to any organization’s marketing strategy. Touchline has developed a repeatable and scalable process for construction of a company eNewsletter that is focused around efficiency and effectiveness.

If your company is looking to generate leads from your online marketing, has a sales team to work those leads, and is willing to think creatively, we’re probably a good fit for you. We have experience working with all types of companies, including B2B technology companies, professional services, consulting companies, and real estate firms. We understand that we’re not a fit for everyone, and if we’re not completely confident that we can help you succeed with inbound marketing, we’ll let you know that upfront.

A blog is now a fundamental component of a modern marketing mix. With a best practice implementation of a blog, small and medium-sized businesses get 55% more web visitors, 102% more Twitter followers, and 126% higher lead growth. Search engine ranking algorithms also rely heavily on fresh web content and blogging is an effective way to continually inject fresh content into your site.   Blogs can also establish credibility and ensure that you are participating in the discussion about your company.   Businesses that post multiple times per day are significantly more likely to generate customers from their blog than those who post only on a monthly basis.

Touchline helps each client establish a unique strategy for their blog and producing content.   This may include identifying a process to produce content with subject matter experts at the company and/or supplementing the content generation for the blog with our network of writers, using a strategically defined list of subjects with keywords and phrases.

On-page search engine optimization (SEO) is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. On-page refers to both the content and HTML source code of a page that can be optimized, as opposed to off-page SEO that refers to links and other external signals.

On-page SEO continues to change every year, so it’s important to keep up with the latest practices. Touchline uses a handy checklist that helps map buyer persona and associated keywords and phrases to each page. Each page is evaluated for mobile device responsiveness, page length, links, phrase density, use of markup tags <HTML>, intrusive linking, calls-to-action (CTAs), and more.

More than 95% of your visitors won’t buy anything or contact you based on their first visit. They’re typically still in the awareness phase of their buyers journey and just looking for information to help research their problem. It takes time to build trust, instill confidence and build a relationship.

To start this process of relationship building, we can benefit from knowing how we can reach our visitors. A lead magnet is the (free) offer you make to get information from a visitor. The goal of a lead magnet is to try to capture some information (most often their email address) and to start forming a relationship.

Touchline helps clients create compelling lead magnets that appeal to their buyer persona’s pain paints, challenges, and goals to maximize conversion rates and kick-start the lead nurturing process.   A lead magnet can most often take the form of an ebook, whitepaper, mini-course, video series, audio recording, checklist, guide, cheat sheet, free webinar, survey, or assessment.