Alexa Blog https://blog.alexa.com Thu, 07 Dec 2017 22:43:03 +0000 en-US hourly 1 https://wordpress.org/?v=4.8.4 How to Reach Your Growth Potential Through Lead Generation Marketing https://blog.alexa.com/reach-growth-potential-lead-generation-marketing/ https://blog.alexa.com/reach-growth-potential-lead-generation-marketing/#respond Thu, 07 Dec 2017 15:48:50 +0000 https://blog.alexa.com/?p=4532 For a business to reach their full growth potential, they must connect with a large audience, keep their pipeline filled with prospects, and stay in touch with customers. They must have a strong lead generation and nurturing plan that attracts interested audiences and keeps them engaged. The rest of this post will show you how [...]

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5 minute read

For a business to reach their full growth potential, they must connect with a large audience, keep their pipeline filled with prospects, and stay in touch with customers. They must have a strong lead generation and nurturing plan that attracts interested audiences and keeps them engaged.

The rest of this post will show you how to use inbound marketing and lead generation strategies to help your company expand and reach its full growth potential.


How to use inbound marketing + lead generation strategies to reach full growth potential.
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Reach Your Growth Potential by Knowing Your Audience

Define your growth potential business plan by identifying exactly whom you want to target. Gather in-depth details about the people who will be most interested in your business and offerings.

Your business will grow more quickly if you know your ideal audience and target the right people. You will make a bigger impact on lead generation and sales if you focus on connecting with a small number of highly targeted prospects than if you try to build relationships with a huge group of people with little to no interest in what you offer. You must get to know the people you will target.

Research to learn about your ideal target audience.

Create a buyer persona that outlines the demographics, professional details, values, goals, challenges, and influences of your ideal customer. Use this buyer persona template to craft your description, and use Alexa’s Audience Overlap Tool to discover details about your target audience.

Enter the websites of competitors or other brands that have the audience you want to target. You can enter up to 10 sites, but you may want to sift through the information with only a few competitors at first. Run the report to produce clusters of websites that reach an audience similar to the sites you entered.

reach growth potential using audience research

From here, dig into the information to find clues about the audience you want to attract. Hover over a site to segment a section of the clusters that are similar. This process allows you to find trends and see themes in website topics that tell you what your audience is interested in. For example, if you hover over a site segment and see that they are all digital marketing websites, you will understand that your audience has a strong interest in online marketing.

Create Content Your Target Audience Wants and Needs

Once you know whom you want to reach, create content that will catch the attention of this particular segment of people. Plan to make all of your future content with this audience in mind.

Content helps you reach your growth potential because it attracts audiences to your website, and persuades them to opt-in to your emails to get access to more content. But for your content to accomplish this, it must be what the audience wants to see. It must match their needs and interests.

Research to find topics that are most interesting to your audience.

Use Alexa’s Competitor Keyword Matrix and enter up to 10 competitors or other brands that have an audience similar to the one you want to target. The report will identify keywords that are popular on those sites. Terms that have a high popularity score are searched for frequently by audiences.

Include your site in the analysis and apply the filter “Show Keyword Gaps for” your site. This will show you keywords the other sites are getting traffic for, but you are not.

find keyword gaps to reach growth potential

Use this report to identify potential topics to cover to attract your ideal audience. A popular term that you don’t already get traffic for is a great growth potential example, as you know your ideal audience is regularly searching for that topic.

Place Content Where Your Target Audience Will Find It

Now you know who you want to target and what type of content will reach that audience, so it’s time to place that content where your ideal readers will find it. To reach your growth potential, create a plan for guest blogging and getting your content in front of your ideal audience.

Guest blogging is a strategic way to use another website’s readership to connect with your ideal audience. It offers growth potential because you can leverage the audience of another site as a gateway for meeting new readers.

Research to find guest blogging opportunities that will help you get in front of your target audience.

To find guest blogging sites, go back to Alexa’s Audience Overlap Tool. Enter a few sites you know your ideal audience frequently visits, and run the report. The visual map will display dozens and dozens of sites that are great guest blogging opportunities. You know your audience spends time on these sites, so they present opportunities for connecting with your ideal readers.

reach growth potential with guest blogging

Easily keep track of the sites you want to include in your guest blogging plan by clicking on the site and using the List Builder feature to add the site to your planning list. From there, you can research to find more information about the sites to help you with your guest blogging outreach.

Help Your Audience Find Your Content in Search

Seeding your content across websites that share your audience is an important part of a growth plan. But you also need to help your target audience find the content on your website. You need to make your website content more visible in search.

To ensure that you reach your growth potential, you must have a plan for attracting new leads through search. Your ideal audience must be able to find you when searching for terms and phrases that relate to your industry, brand, and offerings.

Optimize your website content so it performs better in search.

To make sure your website is properly optimized, use Alexa’s SEO Audit Tool and On-Page SEO Checker. Start with the audit tool and run a report on the full status of your website’s SEO standings. The audit will produce a report with rankings and suggested improvements for how to optimize your website to improve its ranking abilities.

do SEO audits to reach growth potential

Once you look at your site as a whole, drill down and review individual pages on your site. Enter the URL and target keyword for a webpage into Alexa’s On-Page SEO Checker. The report offers suggestions on how to improve the page’s SEO content and give it a better chance at ranking.

check on-page SEO to reach growth potential

A growth potential analysis should always include looking into your SEO to make sure new audiences can find your business through search. To reach your full growth potential, you can’t miss any opportunities for having new customers connect with you.

Use Content to Capture and Nurture Leads

The final step in making sure your business reaches its full growth potential is setting up lead generation and nurturing plans. A key factor for growth is in creating content that attracts potential buyers into the purchase funnel and guides them through the rest of the process.

Your plan should always include strategies that capture a prospect’s contact information and then leads them through their buyer’s journey. Each piece of content should fit into a larger, cohesive plan.

Create content to fill every stage of the purchase funnel.

  • TopofFunnel Content: Publish evergreen content that answers your target customer’s biggest questions as it relates to your offerings, and create content that helps your ideal audience solve their problems.
  • Middle-of-Funnel Content: To execute MOFu marketing, connect with audiences that have already shown interest in your business by offering them content that gives a deeper look at your brand and offerings.
  • Bottom-of-Funnel Content: Close the deal with content that guides customers through their purchase and targets buying keywords that prospects use when they are ready to buy.

And always think about how your content will funnel readers back to an offer, content upgrade, giveaway, free trial, or another opt-in that collects their contact information.

Customers usually won’t buy the first time they interact with a brand. So set up breadcrumbs that guide readers back to an opportunity to pass over their contact information, so you can stay in touch with them and continue to guide them toward a purchase.

Reach Your Growth Potential Faster With Alexa’s Tools

The growth plan example in this post shows how you can use your online presence to help your business reach its full potential. By focusing on attracting the right audience and using strategic content, SEO optimization, and lead generation plans, you can capitalize on opportunities for growing your business and reaching your growth potential.

To speed up your growth potential and succeed with the strategies mentioned in this post, sign up for a free 7-day trial of Alexa’s advanced plan. The plan includes all of the Alexa’s tools mentioned in this post along with other powerful SEO, keyword research, and competitive analysis tools that help you grow and scale faster.

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The Beginner’s Guide to Small Business Internet Marketing https://blog.alexa.com/beginners-guide-small-business-internet-marketing/ https://blog.alexa.com/beginners-guide-small-business-internet-marketing/#respond Tue, 05 Dec 2017 17:36:57 +0000 https://blog.alexa.com/?p=4371 Small business internet marketing can seem overwhelming for those just getting started. It’s a vast landscape and involves many moving parts. After all, different platforms and marketing methods resonate differently for different audiences, industries, niches and products. For example, the fitness industry is very prominent on Instagram, while artists and musicians find a place on [...]

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7 minute read

Small business internet marketing can seem overwhelming for those just getting started. It’s a vast landscape and involves many moving parts. After all, different platforms and marketing methods resonate differently for different audiences, industries, niches and products.

For example, the fitness industry is very prominent on Instagram, while artists and musicians find a place on platforms like SoundCloud. YouTube is a popular destination for DIYers, crafters and toy-manufacturers. Snapchat, resonating with a much younger audience, has developed its own unique set of advertising features and offerings for internet marketers.

Part of the battle is knowing when, where, or how to start with internet marketing, while figuring out whether to put effort into organic web traffic or opting to finance for paid web traffic. Once you get this coveted traffic, will you email people periodically or engage them on social media? Perhaps, you’ll send them reminders about your company via SMS (text). But what’s the best way?

There are are many routes you can take along with tons of gurus claiming they’ve cracked the code to them all. Who do you believe? Where do you start?

As a small business owner, you’ll have to decide how digital marketing will fit into your overall marketing strategy. The fact remains that the internet is here to stay and will continue to change the way we reach our customers.


The Beginner’s Guide to Small Business Internet Marketing
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When you’ve got a question, you’ll more than likely go to Google, or even Facebook, for an answer. Internet marketing is about intercepting those inquiries from people who are ready and willing to engage with your brand. The only downside is that there are thousands of other businesses competing for the same audiences.

Use Alexa’s Competitive Analysis Tools to understand your competitors’ strategies and discover opportunities to get an edge.

It is getting more challenging and expensive to reach buying audiences online, but it’s not impossible. With a little creativity and willingness to test and explore the waters of internet marketing, you’re bound to hit a groove that can make a substantial impact on your bottom line.

If you want to get serious about your small business internet marketing, here are some basic marketing strategies to consider when getting started.

Small Business Internet Marketing Tips for Beginners

Know Your Objective

Small business internet marketing starts with knowing your marketing objective. Are you looking to spread awareness about your brand or products, convert someone from brand awareness to buyer or take them from buyer to brand evangelist? Sometimes, you have to start with one marketing objective that could lead to another.

For example, if you’ve got a product that requires your market to be more educated on its use, you might just aim for exposure as a goal. If you’ve ever seen an ad in your Facebook or Instagram feed demonstrating a quirky product, this is an example of an awareness campaign. Sales could come from this type of campaign as a bonus, but the real aim is reach and awareness.

Once there’s sufficient awareness, you might move on to an objective that focuses on sales, adding email addresses to your list, Facebook fans or YouTube subscribers. Your ad copy, text image, platform or entire approach may change based on each unique marketing objective.

Understand Conversions

Many times, you’ll hear the word “conversions” when it comes to taking a prospective client from one level of engagement to the next. For example, taking a website visitor to an email list subscriber is considered a conversion event. Other conversion events include purchases, providing additional contact information or event sign-ups.

Conversion rates are what you’ll check to measure your success for online marketing campaigns. You might check conversion rates for a website landing page, Yelp listing or a Facebook Ad.

Typically, conversion rates are measured in a ratio of audience to action takers. Let’s say you have a website landing page with 1,000 visitors per day. Of those visitors, 100 signups for your email list per day. You’ve got a 10% conversion rate for this particular marketing objective on that particular page.

Once you have 10,000 email subscribers, let’s say that 300 of them purchase a product or visit your store to redeem an offer. Your email list converts at 3% (email subscriber to purchaser.)

This drop in conversion rate can happen as your “asks” become bigger. From here, you can either work to increase your conversion rates with different approaches or you could work to get more web visitors or people subscribed to your email list.

Conversion rates will vary for different industries and platforms. You might find that one marketing approach “converts” better and will eventually determine where you’ll focus your marketing efforts.

Read: How to Use Buying Keywords to Improve Conversion Rates

Consider Paid vs. Organic Traffic

As the internet becomes more of a crowded space, getting organic traffic to your website gets more difficult. Many platforms, especially social media, start off as great places to start marketing because the organic web traffic is plentiful and free.

Then, as business users begin to benefit from this traffic, the platform eventually monetize its own web presence through advertising offerings. Many digital marketers used clever long-term SEO (search engine optimization) tactics for years before Google introduced algorithm changes like the Penguin, Panda, and others that made these tactics ineffective virtually overnight.

Many of these seasoned internet marketing gurus found they had to change their web traffic strategy entirely. Some found success on social media platforms while others began paying for traffic with Google Adwords or other internet advertising networks.

Though good, white hat SEO techniques still work for organic web traffic, the rules are ever changing among search engines. Their attempt to reward high-quality websites, brands and good information has had adverse effects on many internet marketers across the board.

At some point, you may have to figure out when your go-to traffic and sales referral sources are no longer sending you quality organic traffic. You may have to eventually invest in paid traffic, through ad networks or social media to get better results.

Leverage Social Media

Social media is also a great way to leverage an internet presence. However, customized user experiences means that organic reach on social is limited. As a result, paid social ads are the most effective way to get in front of audiences on these platforms.

For example, Facebook fan pages were once a great, inexpensive way to raise brand awareness and push business updates out to millions of Facebook fans. Facebook eventually changed its algorithm so that Fan page updates are seen mainly through paid advertising on the platform.

Pinterest, a visual content aggregator, had been a godsend for bloggers and brands when it launched 7 years ago in 2010. Pinterest soon became an abundant, free source of traffic that still attracts large audiences for many fashion, food and beauty brands today.

Recently, Pinterest has been making algorithm changes to reduce automated pinning and favor manual Pinners and users that truly spend time directly on the platform. To reach your audience on Pinterest there are plenty of options for “Promoted Pins” which allow you to pay for more exposure to an audience.

Track Analytics

Once you get into paid traffic, marketing analytics will be extremely helpful. This data will help you analyze your main sources of traffic, along with how well this traffic “converts” into sales. From here you’ll want to figure out your lead acquisition costs. For example, you may pay $0.5 per email lead on Facebook or $2 per purchasing lead on Pinterest. Your Google Ads could fare much better or worse, but your analytics will tell the story.

Individual marketing platforms will usually have their own reporting features to give you insight on how your marketing efforts are coming along in real time. Google Analytics is a popular tool that helps you analyze traffic from many sources, while Facebook, Instagram, and Pinterest also have their own tools related to help you determine the effectiveness of your internet marketing campaigns.

Nurture with Email Marketing

We can’t have a conversation about internet marketing tips and tricks without talking about email marketing. It’s still one of the most effective ways to market products and services to an audience. In fact, one source says that email marketing converts four times better than other marketing methods including social media, direct mail and paid search!


Email marketing converts 4x better than other marketing methods
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The idea about email is that people on your list have signed up to hear specifically from you and about your business. In this way, an email list is usually a highly valuable engaged audience.

Email marketing can work with a variety of approaches: sequences, funnels and webinars can cultivate a lead through a series of emails that work for different purposes. Some email sequences can welcome a lead into your world, while another one primes a customer for buying big-ticket items by selling smaller, related products.

Because of how effective your email list can be, it makes sense to craft many of your marketing efforts to attract people into your email list. For example, many people run Facebook ads for the sole purpose of adding people to their email list.

Visit any website these days and you’ll likely encounter a pop-up that asks for your email address. Websites are chock-full of capture mechanisms for email and for a good reason: email converts better! For this reason, you should make starting and growing an email list a priority in your small business internet marketing efforts.

Discover Local Marketing

If your product or business requires offline interaction, these online marketing tips for small businesses still work for you. You may just have some different routes to explore when it comes to getting clients with internet marketing strategies.

Some tools you might consider:

Overall Internet Marketing Approach

Remember, digital marketing is not a silver bullet for boosting your sales, nor is it a quick fix for your revenue woes. Think of it like farming- you’ll take time preparing the soil, planting the seeds, watering them and ultimately reaping a harvest. Each of these steps are separate and require resources like time, effort and money to make a real difference.

The good news is that internet marketing methods are more accessible than ever. You can start simply and pivot quickly to find the best marketing strategies for online business that work for you. Before long, you’ll have a well-crafted, comprehensive marketing approach.

Reach More of Your Audience with Alexa

For all the SEO and competitive analysis tools you need to ramp up your small business internet marketing, use Alexa’s Marketing Stack. The full suite of keyword research, site and content audit tools will help you reach and convert your audience with marketing that works. Sign up for a free 7-day trial of the Advanced plan to get started.

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Don’t Forget These 9 Growth Metrics When Analyzing Your Marketing Results https://blog.alexa.com/dont-forget-9-growth-metrics-analyzing-marketing-results/ https://blog.alexa.com/dont-forget-9-growth-metrics-analyzing-marketing-results/#respond Thu, 30 Nov 2017 14:22:00 +0000 https://blog.alexa.com/?p=4258 Reporting and analysis are crucial parts of successfully growing a company. Reflecting on growth metrics helps you identify gaps in strategy, areas for improvement, and tactics that have worked well and should continue to be invested in. But your metrics can only help you if you know what information to monitor and measure for your [...]

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4 minute read

Reporting and analysis are crucial parts of successfully growing a company. Reflecting on growth metrics helps you identify gaps in strategy, areas for improvement, and tactics that have worked well and should continue to be invested in.

But your metrics can only help you if you know what information to monitor and measure for your business.

Your growth metrics definition may be different from other businesses. So you need to identify the growth metrics most relevant to your business and find ways to measure that data. Here are a few examples of growth metrics you may have overlooked and how to track this important data.

9 Growth Metrics You Should Be Tracking

Growth Metric No. 1: Your Alexa Rank

As you grow your business and establish your online presence, one of the growth metrics that can help you rate your digital authority is your Alexa Rank. An Alexa Rank is a metric that rates your site’s performance relative to other sites on the web. The lower your Alexa Rank, the more authoritative your site is (it has high traffic, a lot of page views, etc.). Conversely, the higher your Alexa Rank, the less influential your site is. So monitoring your Alexa Rank and seeing a decrease will let you know you’re growing your authority online.

To check your site’s Alexa Rank, use the free version of our Site Overview Tool. Or sign up for our Advanced Plan to get more detailed website traffic stats that includes Alexa Rank as well as metrics on the number of page views, bounce rate, time on site, search traffic, and more.

growth metrics alexa rank

Growth Metrics No. 2: Number of Backlinks to Your Site

Another growth metric that will help you measure and monitor your online authority is your number of site backlinks. Backlinks are a vital part of an SEO strategy. Search engines typically give higher rankings to sites that have a diverse and large portfolio of backlinks. So you can monitor your number of backlinks to see if you’re succeeding in making your site more authoritative online and improving your SEO.

To conduct a backlink analysis, use Alexa’s Sites Linking In Tool. The report shows you the number of sites linking back to you as well as their Alexa Rank. The Alexa Rank of each site helps you gauge the value of each link, as links from sites with strong Alexa rankings are more valuable than links from sites with poor Alexa rankings.

growth metrics sites linking in

Growth Metric No. 3: Number of Backlinks to Competitors

Your backlink portfolio shares important growth metrics information, and so do the backlink portfolios of your competitors. You want your number and authority of backlinks to match or supersede that of your competitors. So information about your competitors’ backlink portfolio is also important to track and monitor.

To find competitor backlinks, use Alexa’s Competitor Backlink Checker. Enter up to 10 competitors to get a report on the links pointing to the list of sites. Use the information to compare your number of backlinks to your competitors to see how you measure up to similar brands and sites.

growth metrics competitor backlinks

This information is one of the most useful growth metrics for startups because it helps you monitor your success and also plan for more success. The analysis helps you find backlinks and see which sites are linking to your competitors. You can then use that information to create a plan for getting those sites to link back to your website too.

Growth Metric No. 4: Your Keyword Share of Voice

Another growth metric that helps you measure your influence online is your Keyword Share of Voice. Share of Voice is an Alexa metric that shows how much organic traffic a website owns as it relates to a specific keyword. It represents the percentage of searches for a particular keyword that is sent to a website. For example, contentmarketinginstitute.com has a Share of Voice score of 52.48% as it relates to the keyword “content marketing.” That data indicates that 52.48% of people who search for “content marketing” visit contentmarketinginstitute.com.

Researching your Share of Voice percentages for the top keywords that relate directly to your industry will help you see how much authority you have on a specific topic. To find your score, use Alexa’s Share of Voice Tool to research. Enter your target keyword, and review the list to see where you rank as well as where your competitors rank.

growth metrics keyword SOV

Another way to measure your Keyword Share of Voice is by using Alexa’s Competitor Keyword Matrix. Enter your site along with up to nine of your competitors. Once the report populates, use the filter to narrow down your results. Enter one keyword (that relates specifically to your business or industry) in the field for “Include terms.” Then scroll up to see the percentage of Share of Voice your website has versus your entered competitors. This information allows you to see how you compare with your direct competitors.

growth metrics keyword share of voice

Your On-Site Engagement Stats

Popular growth metrics often include engagement metrics. So we broke down this category to list the best engagement metrics for measuring the interest levels of users on your site. You can gauge website audience interest by looking at:

#5) Visits per visitor

#6) Page views per visit

#7) Monthly page views per visitor

#8) Daily time on site

#9) Bounce rate

Each of these metrics offers insight into how engaged people are with your site. If they view a lot of pages or return frequently, they are highly interested. But if they bounce quickly, don’t stay for very long, or view very few pages, they are not engaged or interested.

To find these metrics to measure user engagement, use Alexa’s Site Overview Tool. Enter your site URL and receive a report that includes all of the engagement metrics listed above. By monitoring and tracking these growth metrics, you can measure how levels of engagement on your site rise or fall.

engagement metrics


Track these 9 growth metrics for a well-rounded marketing strategy
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Uncover These Growth Metrics and More

Reporting and analyzing growth metrics is an important part of a strategic marketing plan. As you put together a list of data to collect and review, be sure to include the engagement metrics listed in this post to get a well-rounded view of your growth and results.

To get tools to help you extract this data, sign up now for a free 7-day trial of Alexa’s Advanced Plan. It includes all of the tools listed in this post along with Alexa’s full suite of other SEO, keyword research, and marketing tools.

try alexa free for 7 days

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Discover New Ways to Find and Reach Your Audience with Audience Overlap https://blog.alexa.com/find-reach-audience-audience-overlap/ https://blog.alexa.com/find-reach-audience-audience-overlap/#respond Mon, 27 Nov 2017 21:47:18 +0000 https://blog.alexa.com/?p=4227 We recently released some big new changes to our Audience Overlap Tool. It’s never been easier to understand your audience, identify under-the-radar competitors, and discover new partnership opportunities. Plus, we added a new interactive visualization to make exploring sites easier and more fun! Here’s what’s new in Audience Overlap Find Related Sites More Easily Audience [...]

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1 minute read

We recently released some big new changes to our Audience Overlap Tool. It’s never been easier to understand your audience, identify under-the-radar competitors, and discover new partnership opportunities.

Plus, we added a new interactive visualization to make exploring sites easier and more fun!

Here’s what’s new in Audience Overlap

Find Related Sites More Easily

Audience Overlap now surfaces more sites than before. In addition, there’s a new visualization to help you find and analyze related sites that your audience visits or competitors you didn’t know about. Reach more of your audience by researching what sites they visit and understanding their needs. Use Audience Overlap to create a profile of your audience using this buyer persona template.

find related sites with audience overlap

Analyze Sites Deeply

With more fluid exploration, it’s easier to find sites, or groups of sites, to analyze in our other tools. For example, pick several sites to analyze in the Competitor Keyword Matrix to uncover new buying keywords your audience uses to search. Or find link-building opportunities in the Competitor Backlink Checker. Use the interactive visualization and the various analysis options to learn more about your competition and to better understand where your audience spends time online.

analyze sites with audience overlap

Find the Right Influencers

Use the Audience Overlap’s improved List Builder to create lists of influencer sites for guest blogging opportunities, advertising, or outreach. Create lists of related sites with a click of a button. Incorporate this list into your workflow to uncover and tap new opportunities for growth.

find influencers with audience overlap

Find, reach, and convert your audience with Audience Overlap

Don’t miss another chance to grow your traffic and your business. Get full access to the new Audience Overlap and other tools in our Marketing Stack. Sign up for a 7-day free trial of our Advanced plan today.

try alexa free for 7 days

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How to Optimize Your Content for B2B Lead Generation https://blog.alexa.com/optimize-content-b2b-lead-generation/ https://blog.alexa.com/optimize-content-b2b-lead-generation/#respond Wed, 22 Nov 2017 18:55:24 +0000 https://blog.alexa.com/?p=4149 Website content is one of the most powerful tools for B2B lead generation. Digital content drives audiences to a webpage, informs and engages them, and converts them into qualified leads. Every page on a website should be created with lead generation in mind. Even if an individual piece of content does not include a lead [...]

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6 minute read

Website content is one of the most powerful tools for B2B lead generation. Digital content drives audiences to a webpage, informs and engages them, and converts them into qualified leads.

Every page on a website should be created with lead generation in mind. Even if an individual piece of content does not include a lead generation form, it should still fit into a full strategy that leads users through the purchase funnel. All content should tie into the buyer’s journey and play a role in one of the following stages.

  • Top-of-the-Funnel: helps people find general information about a topic
  • Middle-of-the-Funnel: helps people get more information about a product or service
  • Bottom-of-the-Funnel: helps people learn why a specific product is superior to others and tells them how to make a purchase

The rest of this post will explain how to develop and optimize content for each of these stages to improve B2B lead generation. It will also present a content strategy for nurturing leads acquired at any phase of buyer’s journey.


Website content is one of the most powerful tools for B2B lead generation.
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Types of Content for B2B Lead Generation

Top-of-the-Funnel Content

The top of the funnel is the awareness and discovery phase of the buyer’s journey. It’s when a potential customer is seeking solutions and answers. They are aware they have a problem, and they are trying to discover a solution.

Top-of-the-funnel content is media that prospects come across through search and social media. It’s content they search for and find, and it’s also content they see pop up on their social media feeds.

To create and optimize your content for B2B lead generation at this point in the funnel, keep the following best practices in mind.

Create content that answers questions and solve problems. Prospects at the top of the funnel are looking for content that helps them. For your content in this phrase, create informative articles, blogs, social posts, and infographics that educate audiences about topics related to your industry. Answer frequently asked questions, solve problems, and help your audience improve their situation.

Target informational keywords. Informational keywords are terms searchers use when trying to find advice, knowledge, and answers to their questions. When you create content in this phase, target those keywords to help your target audience find you through search.

Use Alexa’s Keyword Difficulty Tool to help you identify the best keywords that will be most likely to bring your target audience to your website. Enter a term related to your business or industry, and the tool will produce a report of other suggested keywords. Each keyword has a score for relevance, popularity, and competition to help you identify the terms within your range of competition and most likely to connect with your audience.

b2b lead generation keyword research

Write blog posts using SEO best practices. Another way to make your content more visible in search is optimizing each post and page using on-site SEO best practices. Use these blog SEO tips to write content that is attractive to both readers and search engines.

Attract leads with e-books, guides, minicourses, and other branded industry-related gated content. To get leads in this phase of the funnel, offer gated content upgrades within your free content. Tease audiences with your free content and then encourage them to get even more information by signing up to receive one of your free, value-packed upgrades. These B2B lead generation tactics bring in leads during the first step of the purchase funnel.

Middle-of-the-Funnel Content

In the middle of the funnel, audiences have already found answers and solutions to their problems. They are now in the consideration and evaluation phase. They know their options and are trying to decide which is the best.

At this point, audiences are looking for specific offerings that provide what they need to solve their problems. They are searching for a brand or business that has the best solution.

To target customers in this phase and implement MOFu marketing, use the following best practices as you create your B2B lead generation content.

Create content that relates directly to your products and services. In this phase, your content should dive deeper into the details of your products and services. Create content that helps audiences get to know your brand and understand your unique approach and position in your industry. This content may include landing pages, case studies, guides, and blog posts.

Target navigational keywords. Navigational keywords are terms searchers use to find a specific website, webpage, or piece of information. In this phase, target these terms that help people find material about your products, services, or brand details.

Optimize your entire website for SEO. To make sure your website shows up when people search for navigational phrases and branded terms, optimize your entire site for SEO. Having an optimized site that follows SEO best practices will help your site appear ahead of competitors.

To see if your site is following SEO best practices, use Alexa’s SEO Audit Tool. The tool reviews your site and provides a detailed report on the gaps in your SEO strategy. It also shares the steps you can take to fix issues and improve your ability to rank on search engine results pages.

b2b lead generation seo audit

Attract leads with webinars, case studies, and other product- or service-related gated content. To bring in leads at this point in the funnel, offer content upgrades or experiences that bring audiences closer to your brand. B2B lead generation ideas in this category include creating content that peels back the curtain of your brand and lets audiences better understand your products, services, and business.

Bottom-of-the-Funnel Content

When prospects are in the bottom of the funnel, they are close to knowing what they want. They have weighed their options and are just about ready to buy. They are in the conversion and purchase phase.

Prospects at this point are searching using buying keywords. They are trying to find websites and pages to make their purchase. You need to have content ready to welcome these prospects and guide them toward the sale.

As you create content in this phrase, keep these lead generation marketing ideas in mind.

Create content that helps customer overcome purchasing objections. At this point, prospects are very close to buying. They are trying to find details to determine if the purchase is the right decision. Use your content as a way to help them overcome their final objections. Publish reviews, testimonials, sales pages, before-and-afters, and FAQ pages that alleviate buyer concerns and hesitation.

Target transactional keywords. Transactional keywords are terms searchers use when they are ready to buy. The prospect has the intent to buy, and they are using search phrases (like buy, deals, purchase, coupons, etc.) that show their motives. To improve your B2B lead generation process, optimize your pages for these buyer keywords.

To optimize your site for transactional keywords, use Alexa’s Competitor Keyword Matrix. Enter up to 10 competitor sites and run a matrix report. Then use the filter to “show potential Buyer Keywords.” This setting will adjust your report to include only phrases and terms that show purchasing intent. With this list of keywords, you can identify the terms most likely to be used by prospects who are ready to buy.

find keywords for b2b lead generation

Attract leads with demos, free trials, consultations, and other offers that get prospects to sign up. While many prospects at this point want to buy, not every person will be ready. So use opt-in offers that usher prospects to take the next step and allow you to collect information from those who still need more information before making the purchase.

All-Through-the-Funnel Content

When you make B2B lead generation a priority and use content to collect leads at every stage of the purchasing funnel, you create a new avenue for turning readers into paying customers. You create email lead nurturing opportunities.

As you collect leads, you can then nurture those leads using email marketing. This strategy guides prospects through the buying process by delivering useful content via email. As you implement this strategy, keep a few things in mind.

Gather information about leads as you collect them. When you set up opt-ins to capture lead information, also include qualifying questions that can help you get more information about the prospect. Consider adding fields to your forms that ask prospects qualifying B2B lead generation questions such as their role in their business, the number of employees, annual revenue, etc.

Segment your list. Don’t treat your email list as a group of identical contacts. Segment your list based on what you know about each prospect. Categorize users based on where they are in the sales funnel, what products they are interested in, and how qualified of a lead they are.

Deliver content based on each funnel stage. As you segment your list, separate users based on where they are in the purchasing funnel and deliver the information they would expect to find next. For example, if you get a lead at the top-of-the-funnel, start by sending that prospect more content from that portion of the funnel before sending them middle-of-the-funnel information. Use email content that aligns with best practices from each phase of the sales funnel.

Improve Your B2B Lead Generation From Top to Bottom

Content is a powerful tool for B2B lead generation, especially when you implement strategies for attracting and nurturing leads at each phase of the purchasing funnel. So use these tips to create and optimize your content to attract, engage, educate, and convert leads that land on your website.

Now that you have learned how to get B2B leads, get resources to help you with the task.

Sign up for a free 7-day trial of Alexa’s Advanced Plan to access the tools mentioned in this post along with other reports that help with competitive research, SEO, keyword research, and more.

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The Best Marketing Tactics for Long-Term SEO Results https://blog.alexa.com/best-tactics-long-term-seo-results/ https://blog.alexa.com/best-tactics-long-term-seo-results/#respond Thu, 16 Nov 2017 19:39:48 +0000 https://blog.alexa.com/?p=3945 When it comes to long-term SEO strategies, there are so many tactics to consider. As outlined in a recent Alexa post, there are dozens of powerful marketing strategies to consider, and each comes with its own set of investments, risks, and rewards. With so many options, many brands and marketers are left to ask: What [...]

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4 minute read

When it comes to long-term SEO strategies, there are so many tactics to consider. As outlined in a recent Alexa post, there are dozens of powerful marketing strategies to consider, and each comes with its own set of investments, risks, and rewards.

With so many options, many brands and marketers are left to ask: What are the best tactics for SEO? And even more, what are the strategies that will produce the best long-term results?

Let’s drill down into our list of long-term SEO tactics to find the strategies that will work best for your brand and produce results for years to come.

Guest Posting

Because the number of links pointing to your website substantially impacts your SEO rankings (the more high-quality links you have, the better), link building is one of the best SEO tactics. An effective link building strategy involves providing guest post content and infographics to other websites.

Engage in guest blogging outreach and provide content to sites that share your audience to build links that will provide long-term SEO value. Use Alexa’s Audience Overlap Tool to find sites that have an audience similar to yours.

long-term seo tactics guest posting

Publishing High-Quality Content

As far as promotional tactics examples go, creating content on other sites is a good long-term SEO strategy. But it’s also very important to prioritize creating content on your own site. Search engines give higher rankings to sites that have a deep library of valuable, high-quality content. They also prefer sites that have fresh content.

So one of the best long-term marketing tactics is regularly publishing content on your site. Develop an editorial calendar and create a plan to consistently publish new evergreen content if you want to create long-term value for your website.

Performing Keyword Research

To achieve long-term SEO results, you must have a strong web foundation built on targeting terms related to your business, industry, and offerings. If you don’t target and rank for the right terms, your audience won’t be able to find you. So one of the most important SEO tactics is keyword research.

You must research the phrases and terms that your audience uses, and find the best keywords that will help you connect with your target customers.

Optimizing for Keywords (and LSI Keywords)

It’s not enough to just know your keywords. You must use them in the right way to fully develop long-term SEO value. The best tactics include assigning one keyword to each page on your website and optimizing that page using on-site SEO best practices. That way you always publish SEO friendly posts and page content.

To make this strategy even more effective, you can find related keywords and assign two to three related keywords or LSI keywords (latent semantic indexing keywords) to each post to send even more ranking signals to search engines.

Creating Internal Links

While external links that point to your site provide long-term SEO value, so do links on your site. When you include internal links (links on your website that point to other pages on your website), you send signals to search engines that tell them how to understand, prioritize, and rank the pages on your site.

As you create content for your website, link to other pages on your site within your content. Use anchor text that uses the page’s target keywords or phrases that explain what the page is about.

optimize keywords for long-term seo

Setting Up Local SEO and Directory Profiles

Another one of the best SEO tactics creates even more links to your site to improve your SEO. Local SEO practices and building profiles on business directories can build online authority for your brand and make a bigger digital footprint for your website.

Create profiles for your business (and include a link to your website) on major directory sites such as Google My Business, Yelp, Angie’s List, Yellow Pages, and other listing resources associated with your industry.

Optimizing for Technical SEO

The last section in our list of best long-term SEO tactics has multiple action items. Unlike many of the other items in this roundup, these strategies don’t need to be executed as ongoing. They are items that you can set up once and then manage with little to no maintenance.

  • Create a Google Webmasters account and submit your site index.
  • Optimize your website, so it loads quickly.
  • Design every page on your website, so it’s responsive and mobile-friendly.
  • Utilize organized and natural site architecture.
  • Add an SSL certificate to your site.
  • Audit inbound links on your site and fix any broken links.

You can use Alexa’s SEO Audit tool to see if your site meets many of these requirements. The report rates your current SEO grade and provides instructions for making changes to improve your website.

perform seo audit for long-term seo

By following technical SEO best practices, you create a solid foundation for your website that can provide long-term value. All of your other marketing tactics on top of this will ensure that your site continues to rank higher and show up more frequently in search results.


7 long-term SEO strategies for lasting impact on your brand
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Creating Long-Term SEO Results

While there are dozens of strategies that can help you achieve long-term SEO results, these tactics will produce the best and longest lasting impact for your business or brand. While you can’t focus only on these strategies (you still need to dedicate resources to the dozens of other SEO strategies), these are the ones to focus most of your energy on.

For help with executing these tactics, sign up for a free 7-day trial of Alexa’s Advanced Plan. The Advanced plan includes a variety of tools to help with planning these long-term SEO strategies, competitive research, and more.

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Here Are 10 Buyer Persona Examples to Help You Create Your Own https://blog.alexa.com/10-buyer-persona-examples-help-create/ https://blog.alexa.com/10-buyer-persona-examples-help-create/#respond Wed, 25 Oct 2017 18:18:20 +0000 https://blog.alexa.com/?p=3896 In a recent post, we looked at how you can create a buyer persona to help you get to know your audience, improve your marketing strategies, and create better content. We also offered a PDF buyer persona template you could use to develop your ideal customer profile. Now, we are going to dive deeper into [...]

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5 minute read

In a recent post, we looked at how you can create a buyer persona to help you get to know your audience, improve your marketing strategies, and create better content. We also offered a PDF buyer persona template you could use to develop your ideal customer profile.

Now, we are going to dive deeper into that topic and look at specific buyer persona examples that other companies have created. By looking at what other businesses use, you can decide which format might be best for you and your company. You can see which information you may want to add or reorganize to build a more useful buyer persona.

While the basics of most buyer persona examples will be the same, there are small differences that can make a big impact. To highlight them, we’ll look at marketing persona templates for both B2B and B2C organizations.

B2C Buyer Persona Examples

Let’s start by looking at a few B2C or business-to-customer buyer persona examples. In this case, you are selling directly to a customer – an individual who is using their own money and discretion to make purchasing decisions.

While you should include work details in a B2C buyer persona, you don’t have to share as much information about their roles and responsibilities as you would with a B2B buyer persona. Instead, you can focus more on who the person is in their day-to-day life and how they make individual purchasing decisions.

In the first of our buyer persona examples, you can see that a persona doesn’t necessarily need to be long in length to strongly convey a message.

B2C buyer persona examples

In this buyer persona example published on propertyconnect.me, you can get a good idea of who Rachel is by learning about her background, lifestyle, and challenges. In just a few short blurbs, you can understand that she is busy, on a budget, and in need of quick, simple solutions.

A buyer persona by Indie Game Girl also uses short blurbs to help you get to know its target customer, Brandi. The details help you visualize the process she goes through when buying shoes. The persona also offers something extra to help you fully understand the frustrations of their target customer; they include quotes from actual customers.

B2C retail buyer persona example

To help create their buyer persona, the company interviewed customers and prospects. Then, they included actual quotes to add a bit of reality to the world of their fictional character. As you put together your buyer persona, you may want to add details from your research to give factual credibility to your descriptions.

Another way to use first-person statements to craft a buyer persona is seen in this example published by Juny Lee on LinkedIn.

B2B customer buyer persona example

The persona includes a fictional first-person statement that shares Han-sung’s perspective. Instead of sticking to bullet points, you can add a first-person story to your persona to bring your character to life.

In the next buyer persona example, created by Inalign, you see how a brand can shape its persona to relate to more specific product offerings.

B2C car buyer persona example

While the description includes traits and characteristics of Kyle, it also dives deeper into pieces of his life that connect with his auto needs. As you build out your persona, consider how you can tell stories and share details that relate specifically to the products, services, or solutions you offer your ideal customer.

An example by Iron Springs Design also does a good job of sharing details about its ideal customer, Sarah, as it relates to its product offerings.

retail coffee shop buyer persona example

The description explains how the brand’s offerings tie into Sarah’s life. It also goes deeper into her personality by sharing a day in her life. If you struggle with imagining your ideal customer, trying envisioning what their day is like and create your own account of their typical day.

B2B Buyer Persona Examples

For our next group of buyer persona examples, we’re going to look at customer descriptions for B2B or business-to-business organizations.

Like B2C examples, the B2B buyer persona examples focus heavily on the individual customer. But the examples include more specific details about where the ideal customer works, what they do, and how they interact with their organization. In this case, the persona is not always in charge of making purchasing decisions, so those details need to be a part of your description as well.

This ClearVoice persona is an example of a short description that includes all of the essential information for a B2B persona. It explains whom John is while offering necessary details about his job position and ability to make decisions at his organization.

short business buyer persona example

Your persona can be short and sweet as long as it includes all of the essential information.

One of the buyer persona examples shared on Referral Saasquatch shows how you can include even more information about purchasing decisions. It shows that the persona is the decision-maker and also who influences his purchasing choices.

company buyer persona example

In the “internal influences” section, the brand lists the key people who impact the persona’s purchasing decisions within the organization. This is another buying factor that you may want to add to your persona.

The next of the B2B business persona examples shows how you can use a scale to describe the personality of your persona. The Marketing Insight example includes a personality and technology scale that rates her character and knowledge.

b2b buyer persona examples with scale

If you have multiple buyer personas, adding a scale to each may be a way to differentiate your unique set of ideal customers.

Another option for displaying information is highlighted in this example by Red-Fern Media. Rather than use bullets, blurbs, or scales to offer insight into Deborah, they use an eight-paragraph story.

marketing buyer persona template story

A full story can help you construct a complete picture of your persona. But this approach will only work for teams that appreciate long-form content. If you have a fast-paced marketing and sales team that responds better to short blurs, you may want to stick with that style.

Another one of the company persona examples that uses a lot of content in its description is from the Buyer Persona Institute. The persona includes six tabs of information.

B2B buyer persona example with tabs

While it is a lot of information, the persona is broken down into sections, bullets, and tabs, which makes the content easier to scan. If you want to include a great deal of detail in your persona, just make sure it’s easy to absorb.

Create Your Own Buyer Persona

As you can see, there are many ways to create a buyer persona that will work best for your business. Pick the pieces from these buyer persona examples that best match your needs and goals and combine them with essential persona details to create a fully developed profile of your ideal customer.

From there, you will be able to understand your audience better, create compelling content for every purchase funnel level, find more effective guest blogging opportunities, and develop better overall marketing strategies.

For help with building your persona, check out our complete guide to creating buyer personas and download our free buyer persona template to get a step-by-step tutorial.


To understand your audience better, start with these buyer persona examples. Then craft your own.
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This Buyer Persona Template Will Help You Make Top-Quality Content https://blog.alexa.com/buyer-persona-template-make-top-quality-content/ https://blog.alexa.com/buyer-persona-template-make-top-quality-content/#respond Wed, 25 Oct 2017 18:07:23 +0000 https://blog.alexa.com/?p=3878 While there are many best practices for creating content, there is one rule that will always be the most important: Know your audience. If you don’t know whom you’re talking to, it’s almost impossible to create powerful, targeted content that connects with readers and compels them to take action. The most effective strategic content is [...]

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9 minute read

While there are many best practices for creating content, there is one rule that will always be the most important: Know your audience.

If you don’t know whom you’re talking to, it’s almost impossible to create powerful, targeted content that connects with readers and compels them to take action. The most effective strategic content is written with one person in mind. It speaks directly to an ideal customer, and it is created using a buyer persona.

To help you create a buyer persona for your business and improve the quality and effectiveness of your content, use this buyer persona template as your guide. Download the buyer persona template PDF.

The rest of this post will walk you through the process of filling out the buyer persona template. From what details to add to how to find information about your ideal buyer, this post will help you build a concrete description of your target customer. It will also explain how to use that knowledge to create a content plan that will attract, engage, and convert your ideal prospects.


The #1 rule of content creation: Know your audience
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What Is a Buyer Persona?

A buyer persona is a detailed description of a semi-fictional character who is the ideal customer for your business.

Unlike a target audience description that classifies a large group of people, a buyer persona defines one person’s character, values, demographics, problems, and goals. It even goes as far as assigning that person a name and photo in an attempt to bring the persona to life.

Using a buyer persona template to create this character provides a variety of benefits for content development.

  • Laser-focused targeting. When you try to connect with everyone through your content, it comes across as vague and weak. Content created for a single buyer persona is stronger, more targeted, and more effective as a result. It resonates with readers in a way that generalized, ambiguous content cannot.
  • A deeper understanding of customers. A detailed description helps a content and marketing team get to know their customer. When they intimately know their customer’s problems and perspectives, they can create more customized, personalized, and useful content.
  • More qualified leads. Targeted content attracts the right audience. When your content speaks directly to the people you want to reach, you weed out audiences who aren’t an ideal match for your messaging or offerings. It brings in only qualified, high-quality leads.

So before you create any new content, use this buyer persona template to build a description and image of your ideal customer. Download the buyer persona template PDF.

What’s Included in a Buyer Persona Template?

We’ve created a downloadable buyer persona worksheet to guide you through this process. Each category provides valuable information and a deeper look at your ideal customer.

Demographics

The buyer persona template starts by looking at the personal demographics of your ideal customer. Personal demographics may be less important for B2B companies than B2C companies. But this information is still valuable, as it can help you create a strong image of your target customer.

  • Age
  • Gender
  • Income
  • Location
  • Family Situation
  • Annual Income
  • Education

Professional Role

Once you fill in information about the personal details of your ideal customer, move onto describing their place within their organization. Fill in your buyer persona template with details about your ideal customer’s role at work. Both B2B and B2C organizations can benefit from having this information in their buyer persona.

  • Industry
  • Job Title
  • Company Size

Values and Goals

Now it’s time to dive deeper into the qualities that define your ideal customer’s personality and worldviews. Fill in details that help you get to know his or her attitude, perspective, and point of view. Ask yourself the following buyer persona questions, and create a bulleted list of his or her values and goals.

  • What does he/she believe strongly in?
  • What are characteristics of his/her personality?
  • What are his/her professional goals?
  • What are his/her personal goals?

Challenges

The next section of the buyer persona template outlines the obstacles your ideal customer faces. Knowing these problems will help you create content that offers your audience solutions. Don’t rush through this section. Spend time digging into the specific challenges that are plaguing your ideal customer.

  • What are his/her pain points?
  • What challenges is he/she facing?
  • What is he/she afraid of?
  • What keeps him/her up at night?

Sources and Influence

Next, consider where your ideal customer goes to get information to solve his or her problems. List the sources and influences he or she uses and trusts. This information will help you identify what type of content he or she likes and where you can place your content to connect with him or her.

  • Favorite blogs/websites
  • Favorite magazines
  • Favorite conferences
  • Favorite books
  • Favorite thought leaders

Buying Decisions

The last piece of information in the buyer persona template relates to purchasing decisions. Answers to the following questions will help you define the process your ideal customer goes through before buying. It will also help you set up trigger events and sales funnels.

  • What is his/her role in the purchase process?
  • How does he/she regularly buy?
  • What are his/her objections to purchasing?

Final Details

When all of this information is added to your buyer persona worksheet, you will have a fully formed image of your ideal customer. But to really bring that image to life, add a few final details.

  • Give a first and last name to your buyer persona.
  • Add a photo that represents the semi-fictional character.
  • Add a personal philosophy quote that sums up the attitude and position of your ideal customer.

Once you add these final details, you will have a detailed description of a person who is an ideal customer.

How to Get Information to Fill in a Buyer Persona Template

Knowing how to create a buyer persona is only half of the process. You also need to know how to find accurate, relevant information to fill in the buyer persona template.

While you may feel compelled to fill in details you believe are accurate, it’s better to do research to help create your persona. There are multiple ways to gather information to help you develop an accurate representation of your ideal customer.

Conduct Interviews

The best way to get answers is to ask questions. Conduct interviews with people who can offer insight into questions posed in the buyer persona template. Those people may include:

  • Existing customers
  • Prospects and leads
  • Former customers
  • Ideal customers

Ask Your Sales Team

Another group of people who can offer insight into your ideal customer is your sales team. Talk to them to gather information about the questions they typically hear from prospects and to learn more about the qualities of your customers. Work with them to create buyer persona examples that you can later pull details from to develop one cohesive, collective persona.

Use Business Data

Depending on your business, you may have a trove of useful information hidden in your business data. Customer relationship management tools, points of sale systems, and website analytics can all offer insights related to your customer’s habits, wants, and needs.

Listen on Social Networks

To get insight about customers in your industry, engage in social listening (the act of tracking and monitoring conversations on social media). Target terms and phrases related to your industry and offerings and see how people talk about them. Also, use social media as a two-way communication tool, and come right out and ask your ideal prospects questions to gather information about them.

Research Competitor Websites

Competitor websites can often offer a great deal of insight about your target audience. Research websites that share your same ideal audience, and see what you can learn from their data. One way to learn about your competitors’ audiences is by digging into their web presence using Alexa’s Audience Overlap Tool.

To use this tool, enter the website URL of one of your known competitors or of a brand that has an audience similar to the one you want to attract. For example, a project management company may enter basecamp.com, as it is a well-known software in the industry.

do buyer persona template research with audience overlap

The tool will find similar sites and create a visual map of other websites that also share the same audience as basecamp.com. The tool allows you to see what other sites your target audience visits.

find similar sites with audience overlap

You can use this report to learn about the interests of people visiting those sites. By clicking on segments of sites and picking out similarities, you can identify characteristics about the audience. For example, you could click on a segment and learn that people who visit basecamp.com also regularly visit unbounce.com, semrush.com, searchengineland.com, moz.com, etc.

know your audience with audience overlap

By researching those sites, you will see that those websites all focus on digital marketing. That means that your ideal audience is interested in reading marketing resources. Another insight about your audience could be uncovered from the group of sites that includes uberconference.com, gotomeeting.com, zoom.us, slack.help, etc.

find buyer persona information with audience overlap

Realizing that all of those sites are tools typically used for virtual collaboration suggests that many basecamp.com visitors may work outside of a traditional office space, or manage projects digitally for remote clients.

If you don’t know what the sites represent or say about your audience, click on them to visit the site or dig into their analytics. You can also click to view the site keywords, which are the terms driving traffic to the website. The list of keywords can help you identify the topics that attract visitors to the site and the products and services offered by the company.

find sites your audience visits

To use the report to get even more information, select sites you want to learn more about. Run a site comparison report to dive into demographic data as it relates to each site. The report includes information about the audience’s gender, education, location, age, income, race and ethnicity, and family situation.

find audience demographics for buyer persona template

This information will help you get a better idea about the habits, interests, characteristics, and demographics of your desired audience. You can use your insights to create a more accurate description of your buyer persona.

Create Multiple Buyer Persona Examples

It’s important to note that you may need to fill out more than one buyer persona template. If you offer very different product lines or offerings, you may benefit from creating one persona for each category within your business.

That is not to say create dozens of buyer personas. It is a detriment to have too many personas. The purpose is to keep your marketing focused and targeted, and you can’t do that with dozens of personas.

But once you create one persona, it’s worth considering if creating two or three more could benefit your business and brand.

Using Buyer Personas to Develop Content Ideas

Once you have one or two detailed buyer personas, you can start outlining the path the semi-fictional character follows on his or her way to doing business with you. You can define each stage of the buyer’s journey.

This map is incredibly useful for content marketing plans, as you can outline the topics you need for each purchase funnel level.

Consider your buyer persona as he or she goes through each segment of the buyer’s funnel and answer relevant questions about his or her needs. Match the persona’s situation with the type of content that works best to create topic ideas.

develop content using buyer persona template

Once you develop topic ideas based on the perspective and needs of your buyer persona in each phase of the buyer’s journey, there is one more piece of the puzzle: keywords. You need to research the specific keywords your persona is using to search for answers and solutions so that you can target those phrases in your SEO content.

Alexa has multiple tools to help you do keyword research to find the best buyer keywords to attract your audience. Even more, Alexa has tools that identify the best keywords for each stage of the purchase funnel.

Awareness and Discovery Phase

In the awareness and discovery phrase, target informational keywords and related keywords your ideal customer uses to find solutions to his or her problems or answers to his or her questions.

To find these keywords, use Alexa’s Keyword Difficulty Tool. Enter a term related to your industry, products, or services to receive a report of keyword opportunities. The report lists related terms along with a relevance, popularity, and competition score, so you know which terms you should target.

find keywords for content with keyword difficulty tool

Consideration and Evaluation Phase

In the next phase, the target customer has already found potential solutions to their problems and answers to their questions. They are in the middle of the buyer’s funnel and trying to decide which brand offers the best tools and resources to give them what they need. In this phase of MOFu marketing, he or she is using navigational keywords to search.

At this point in the process, it’s important for your site to be optimized for terms related to your brand and offerings. You can make your website easier to find in a search using Alexa’s SEO Audit Tool. The SEO Audit Tool helps you identify gaps in your SEO strategy as it grades your site and offers step-by-step instructions on how to resolve any pending issues.

optimize site with seo audit tool

Conversion and Purchase Phase

In the last phase of the buyer’s journey, the persona is using transactional keywords to take them to webpages where they can make a purchase. You want to target buying keywords to help searchers find your pages.

To find buying keywords, go back to Alexa’s Audience Overlap Tool. Enter up to 10 competitors and run a Competitor Keyword Matrix report. Then, add a filter that will “show potential Buyer Keywords.” This filter narrows down the report to show only the terms and phrases that have purchase intent, allowing you to choose the keywords most likely to connect with customers who are ready to buy.

find buyer keywords with competitor keyword matrix

Strategic Marketing Starts With a Buyer Persona Template

When you fill in a buyer persona template and conduct keyword research based on the way your persona funnels through his or her buyer’s journey, you simplify the process of creating content marketing plans. You can clearly see your ideal customer, the path they take to purchase, and the way you can use content to optimize their experience, attract their attention, and guide them through their journey.

So stop guessing about what will resonate with your target audience. Start using a detailed buyer persona to help you execute a more strategic, targeted, and thoughtful content strategy.

Don’t start from scratch as you begin this process. Download our buyer persona template PDF and sign up for a free 7-day trial of Alexa’s advanced plan to get the tools you need to quickly and accurately fill in the details of your business’s ideal customer.

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The Complete Guide to Marketing Strategies: Risks, Rewards, and Investments https://blog.alexa.com/the-complete-guide-to-marketing-strategies/ https://blog.alexa.com/the-complete-guide-to-marketing-strategies/#respond Thu, 19 Oct 2017 17:10:58 +0000 https://blog.alexa.com/?p=3821 When you sit down to create a marketing plan, it can be a little overwhelming. With so many marketing strategies to choose from, it can be difficult to pick the tactics that are right for your business. On top of that, not all marketing tactics are created equal. Some strategies require more investment, meaning [...]

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5 minute read

When you sit down to create a marketing plan, it can be a little overwhelming. With so many marketing strategies to choose from, it can be difficult to pick the tactics that are right for your business.

On top of that, not all marketing tactics are created equal.

Some strategies require more investment, meaning you must put in extra time, resources, or effort to support them.

Some strategies offer a greater reward and produce more valuable, long-term results than other efforts.

And some marketing strategies even come with a risk. For example, if you engage in black hat or negative SEO marketing strategies, a search engine may catch you, penalize your site, and decrease your search engine rankings. While some black hat strategies may seem like quick wins, they won’t help you grow your business. In fact, you’ll probably lower your search performance, lose quality traffic, and reduce your brand visibility.

So when you consider which types of marketing strategy to use, you should always consider if the risk and reward are worth the investment.

Risky vs. Rewarding Types of Marketing Strategies

To help you decide where to put your energy and how to measure risks, rewards, and investments, we’ve put together this guide to show you how to pick the best marketing tactics for your business.


The Complete Guide to Marketing Strategies: Risks, Rewards, and Investments
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Traditional Marketing

Let’s start by looking at traditional marketing tactics. These are basic marketing strategies that have been around for decades. While many modern marketers choose to focus solely on digital strategies, they should still consider a few of these valuable tactics.

When choosing if these marketing strategies are right for your business, consider your target customers. If your audience isn’t very tech savvy, these approaches may help you connect with them in places where they will be more likely to see your messages.

Some of these marketing strategies do come with risk considerations as they relate to investment. A few of the tactics may not be as effective as other tactics; they may be too expensive for the reward. For traditional marketing tactics that come with risks, you may want to test the strategy before investing a great deal of resources.

traditional marketing strategies

Event Marketing

Events are another category of offline marketing strategies you may want to consider if your target audience doesn’t spend a majority of their time online.

If your target customers live in your area, hosting local events could offer high rewards. If your target audience often attends national industry events, you may want to participate in those conferences to get exposure as well.

The only real risk in this category also relates to investment versus reward. Event marketing often requires a medium to large investment. You risk losing your investment if you attend or sponsor an event that does not produce results. So do plenty of research before getting involved with an event to ensure your target audience will be there and ready to connect with you.

event marketing strategies

Content Marketing

Content marketing is a big part of a digital marketing strategy plan. Creating and distributing content is an effective way to both generate and nurture leads.

If your target audience uses search and social media to find answers to their questions and research products and services, you must use content as a part of your marketing strategy.

The risk in this category is relatively low. The riskiest element of content marketing is spending a large amount of resources producing content that audiences don’t respond to. You don’t want to put a lot of time and money into creating content that sounds like a great idea but then doesn’t resonate with your audience. So as you choose these marketing strategies, always keep your target audience in mind. Create content that fills a need and satisfies search intent for each stage of the purchase funnel.

content marketing strategies

Social Media Marketing

Social media marketing is an effective way to distribute your content and build authentic connections with your target audience.

If your ideal customers regularly use social media platforms, target those sites and build a presence there. You don’t need to be everywhere when it comes to social media. You just need to be where your target audience is.

The risk in using social media marketing is relatively low. The primary way that brands experience social media problems is by posting insensitive or offensive messages. Social media blunders can trigger negativity for your brand. But as long as you have a thoughtful quality assurance process for your posts and comments, you should be able to mitigate these risks.

social media marketing

Paid Digital Ads

So far, we’ve looked at online marketing strategy examples that are organic; most don’t require you to pay for placement. But you can’t rule out paid digital ads as a part of your complete marketing strategy.

Paid digital ads are a great way to get more exposure for your brand, offerings, and content. There are many different platforms and content mediums to choose from. So as you decide where to spend your ad money on marketing strategies, focus on the platforms where your audience spends the most time.

Digital ads don’t come with a lot of risk for brands. But you do want to make sure you don’t give your audience brand fatigue by placing ads in too many places. You may also want to consider whether the investment is worth the reward. For example, in the case of online coupon sites, you may need to invest a high dollar amount to bring in new customers. Always measure the potential return on investment (ROI) before launching ads and discounts.

paid digital marketing strategies

SEO: Link Building

Search engine optimization (SEO) is a marketing strategy that includes a large group of tactics, so we’ve separated them into three categories. The first of which is link building.

Building links back to your website is one of the most effective SEO strategies, and there are many tactics for creating a deep link profile.

Some types of link building can be risky, and this is an area where marketers often struggle with choosing between black hat and white hat SEO tactics. While it may be tempting to use black hat tactics to gain links back to a website quickly, it’s better to find backlinks and earn them the right way.

link building marketing strategies
SEO: On-Site SEO

The next category of SEO marketing strategies is on-site SEO. This is the part of your strategy that includes SEO content and on-page optimization.

To ensure your investment offers rewards instead of risks, there is a basic rule to guide your efforts. The rule is: Write for readers, not search engines.

While it may seem like stuffing keywords into your content will get better results, it is risky. It could actually hurt instead of help your efforts. As you approach your on-site SEO, stick with tactics that improve the quality of your content while still giving the appropriate signals to search engines.

on site SEO marketing strategies

SEO: Technical SEO

Technical SEO is one of the more complex SEO topics. Because it’s complicated, many brands may want to avoid or overlook these marketing strategies.

But these tactics can substantially help your website improve its rankings and attract more customers and readers. So technical SEO should be a part of every marketing strategy plan.

If you want to avoid risk in this category, remember if something sounds spammy or sketchy, it usually is. Avoid black hat tactics that try and trick search engines or readers, and stick with the strategies that aim to help organically explain, improve, and optimize your pages and website for the benefit of the reader.

technical SEO marketing strategies

Pick the Best Marketing Strategies

Now that you’re familiar with the many types of marketing strategies and understand the investments, risks, and rewards of using each tactic, it’s time to dig in.

Create a marketing strategy that uses the tactics that have the greatest reward at the lowest investment and the least amount of risk for your particular business and goals. Develop a sustainable plan that will build your brand, grow your website traffic, attract new customers, and provide lasting results for years to come.

For help with developing your strategy, utilize Alexa’s suite of SEO and marketing tools. Our Advanced Plan includes all the resources you need to avoid making costly SEO mistakes while creating a sustainable keyword plan and content marketing strategy. Sign up today to start your a free 7-day trial.

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The Ultimate Competitive Analysis Kit to Beat Your Competitors https://blog.alexa.com/ultimate-competitive-analysis-kit-beat-competitors/ https://blog.alexa.com/ultimate-competitive-analysis-kit-beat-competitors/#respond Thu, 12 Oct 2017 14:40:50 +0000 https://blog.alexa.com/?p=3453 Competition exists in all industries. Whether a marketer or sales executive, we constantly compete to have our content seen, clicked-on, or converted from first. But how do you get ahead of the competition when they are working to do the same? A thorough competitive analysis is a great way to get insight into what’s working [...]

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1 minute read

Competition exists in all industries. Whether a marketer or sales executive, we constantly compete to have our content seen, clicked-on, or converted from first. But how do you get ahead of the competition when they are working to do the same?

A thorough competitive analysis is a great way to get insight into what’s working for your competitors’ organic, social, and paid strategies. When you dive into their strategies, you also uncover things that could work for you.

So where do you start?

We partnered with Hubspot to bring you a complete Competitive Analysis Kit to get you started.

Download Your Kit Now!

What you get:

[Guide] How to Run a Competitor Analysis – A Marketer’s Guide

[Template] Customizable Competitive Analysis Template

What you learn:

  • Tips for identifying your top competitors
  • How to uncover your competitor’s digital strategy
  • Finding major trends in organic search volume
  • Understanding your competitors’ social channels and audience
  • Finding what keywords are driving traffic to your competitors
  • Where your competitors are getting backlinks

Find your next growth opportunity today

You won’t find a more complete resource for maximizing your competitive potential. Download your free Competitive Analysis Kit now!

download the ultimate competitive analysis kit

Competitive Analysis Kit provided by Alexa.com and Hubspot.

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