SEO vs. Branding: Avoid marketing mud pies

This can lead to everyone walking away covered in mud.

Avoid that unclean situation by creating a win-win situation. Check out our tips for finding a balance between branding and SEO that will keep the whole company out of the mud.

Scenario #1: Adding New Product Pages

Marketing just spent the last several weeks filming a video that demonstrates how your new product works. It’s thoughtful, creative and sure to be bigger news than Donald Trump’s challenge to the president.  Additionally, they created a rad instructographic with how-to instructions for use. Bam.

That’s sure to be a very pretty page. At least until the SEO team stomps out your enthusiasm by complaining that there isn’t any actual text on the page. Sure, they dig the visuals, but Google is going to need an instructographic of their own to decipher this page.

The Solution:

1. Adding a few paragraphs of copy to the page will not only benefit SEO, but it will be a great way to tell your customers more about your product. Add at least 5-6 sentences describing the product and remember that this content should be 100% unique from any content on your site or the Internet.
2. To help search engines see your video content, add a descriptive title or annotation and a few sentences above or below the video plugin. If you can, type up a transcript to add to the page.
3. There are many image optimization factors that can help search engines rank your image. For starters, write alt tags that fully describe the image and add relevant captions.

Scenario #2: Writing Content for the Blog

Blogs are a great tool for creating a sense of community on your site as well as a fantastic resource for content generation.  The battle here comes from different approaches in content strategies. How can you achieve long-term SEO objectives while reinforcing the values and vision of your brand?

The Solution:

1. Write blog content that is casual, friendly and non-promotional.  Diversify your content to include topics your readers would expect you to comment on while also implementing content that is completely innovative to your industry. This will help prevent your blog from becoming stagnate and will help appeal to new audiences.
2. Posting an image with only a few sentences is not enough. Not only does this give search engines very little to crawl, but it doesn’t create an opportunity for engagement and conversation. Create content that can start a conversation. And don’t forget to write a descriptive alt tag for your images.
3. Ask your reader to contribute to the conversation. At the end of the post, include a question that encourages the reader to share their experience or suggestions.
4. Ask your reader to share your content through social media. Not only can this help to increase brand awareness among your reader’s connections but we’re seeing more and more correlation between social signals and better keyword rankings. Yahtzee.

Finding a balance between SEO and brand voice in your internet marketing strategy can do much more than keep you out of the mud. It can increase traffic to your site and allow all teams to achieve their company goals. Share your tips for finding balance in the comments.

The post Balancing SEO and Branding to Avoid Being Covered in Mud appeared first on Portent.

Meeting a client for the first time is also like preparing for a first date – and a blind one, at that.
Just thinking about this new patron gives me butterflies. Clients can have some interesting characteristics. What will they be like? What are their expectations? Will they address me as “Mr.” when they see my name? (Though, I accept all responsibility for choosing to go by Chris instead of Christine)

But then I remember that the fate of my first impression lies with me. So I plan. Carefully, strategically, intelligently – just like I did the first time I met my husband. And what are my secrets of success?

Time Management

Lesson #1: Don’t wait three days to call your client back. And an email or text message does not substitute for a phone call. Let them know that you have done your due diligence – industry research, competitive analysis and the like – and are excited to meet them.

Pro tip: Be sober. Calling drunk from a bar with a group of your friends never turns out quite how you planned it.

Organization

A date doesn’t plan itself; neither should your marketing strategy. Define an objective, set goals and evaluate your progress. Demonstrate through each task that you are prepared and working toward the ultimate goal. Much like a first date, planning is essential (especially if you plan on dining on a Saturday night).

Pro tip: Restaurants don’t reserve themselves.

Communication

Sure, the first time you meet can be nerve-wracking. Create an outline of important things you want to cover to focus your time together. It’s helpful to have the next steps planned as well. Let them know when they can expect to hear from you and what you expect to achieve in the next phase.

Pro tip: Unless you are Kanye West, don’t talk about yourself in third person.

Discipline

What your mother taught you about first date manners will never fail you during an initial client meeting. Don’t be on time – be early. Make eye contact during conversation. And remember to be honest on what you can and cannot deliver.

Pro tip: Holding the chair out for your client is not necessary.

With these four tips, you are poised for success. My last word of advice? When you say you will call, be sure that you call. No one enjoys waiting by the phone, especially your client.

The post Seducing the Client: Four Tips for Making a Good First Impression appeared first on Portent.