Sales Marketing Tips and Tricks
We know what you’re thinking: those keywords are super vague and sort of all over the place. “Jobs,” of course, is people looking for work. “Salesforce” represents searchers looking to buy customer relationship management software. Why on earth anyone would search just “business” is for 22nd century internet scholars to deduce.
Provided that the people visiting this page are doing so for widely different reason, we’ll take a stab at each one in turn. Let’s start with the top keyword: jobs.
It stands to reason that advertisers competing to market employment opportunities are online job boards: Indeed, Monster, ZipRecruiter. Something that far too many paid search marketers fail to do is provide a solution in their headlines. Think: why is this prospect searching for job openings? To find a job, of course! Therefore, it makes no sense to waste your SERP real estate a redundant headline, like “Looking for work?” Uhhhhhh, ya think? It’s far more effective to advertise with things along the lines of “Land Your Dream Job Today” or “Your Hunt for Work Ends Here.” While you’re tweaking your search ads, mix a health dose of emotional appeal into your ad copy. If a prospect is looking for work, chances are that he or she is tired, frustrated, and motivated. Use your ad copy to demonstrate your empathy for their situation and incentivize them to click on through.
Presumably, “sales representative” and “sales manager” are along the same lines. Those are mostly people looking for work and the most logical bidders are job boards.
Those who search “salesforce” are likely businesses looking to purchase software and simplify their processes of organizing customer data. So, it only makes sense for Salesforce to bid on it, right? Wrong! It’s entirely logical for Salesforce’s competitors to bid on their name, too. Bidding on competitors’ brand names allows you to boost brand visibility to a highly relevant audience – prospects you know are looking for a product or service very similar to yours. Plus, CPCs on your competitors’ brand names tend to be lower because they’re less competitive.
“Marketing,” although a vague query, probably comes from SMBs that either want to hire an agency or to purchase software such as ours. We’ve already discussed paid search quite a bit, so let’s talk some SEO tactics your agency or SaaS company can use to rank organically for searches centered around “marketing.” As WordStream demonstrates, cranking out awesome content – specifically blog posts that cover industry news and provide terrific advice – is a great place to start for a number of reasons. One, if your content is good enough to earn external links from reputable websites, search engines will deduct that your site is highly relevant and boost your position in organic search rankings. Content is also a good way to build brand personality and drive traffic from new visitors who wouldn’t otherwise find your site. Plus, more content gives you more opportunities to build a strong network of internal links, which makes it easier for search engines to crawl and index your site. Within that content, it’s important to incorporate the relevant keyword into as many places as possible – title, headings, subheadings, body text, image names, alternative text, and URL ‒ without overdoing it to the point that the robot overlords take notice and reprimand you. If you master the art of keyword placement, you’ll seem more relevant and perform better in SERP rankings.
The final keywords on our list – clearance sale and online sale – pertain to ecommerce. This is a good time to talk about landing pages because A+ landing pages are critical to successful ecommerce marketing. A seemingly obvious yet often overlooked tactic is making the transition from your PPC ads to your landing pages as smooth as possible. That means transferring the messaging and aesthetics to the fullest extent. Think about it: if a prospect is intrigued enough by your search or social ad to click through, and they end up on a landing page that looks completely different, they’re going to be disoriented – and then they’re gonna bounce. Plus, having well-designed and effective landing pages is crucial to the Quality Score metric by which Google ranks paid search ads. Don’t fall through the cracks!
For further advice on online advertising, check out the WordStream blog.