Consistency and quality are the two most important things for product, marketing, customer service, and profit. This is very hard to achieve and requires amazing people, technology and a revolutionary vision. Apple has done all three of these things extremely well over the past 10 years and they’re continuously increasing and exceeding people’s expectations. The funny thing is Apple is not a very transparent company. They don’t disclose many things and their employees must follow strict policies, yet, that adds to the marketing machine that is Apple. Because of their secrecy people want to dig deeper and investigate further.
In the age of information super highway, Apple has created a consistent brand image, name, and engineers innovative products that are the revolutionary. Their products create enormous buzz (word-of-mouth) marketing and sets everyone’s expectations very high. They create the products with high-quality materials and software that is easy to use and understand. By doing this, they restrict things that other platforms allow; one of the most talked about is Flash. In order to create a great experience, Apple engineers their products to different standards than mainstream products.
It’s very important, but also difficult, to create a consistent experience, one that exceeds people’s expectations and leaves them wanting more. It takes content, deliverability, and consistency to create a truly revolutionary experience. Apple has achieved with their products, service experience and deliverability. I used to be a campus rep when I went to UNH and they were in midst of launching color and flash-based iPods, and transitioning from IBM processors to Intel processors. It was a very important time for the company. They were releasing the most innovate products at the time with the most advanced technology available.
Jobs then took the company to the next level by creating a product that changed the game of an industry that has tremendous room to grow. The mobile industry has just started to catch-up to the computer and the marketing revolution. Apple doesn’t and won’t appeal to everyone. They’re trying to create products that are easy-to-use, that have great customer service, and aren’t expensive (debatable). Every marketer should apply those same principles to their inbound marketing strategy.
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Optimizing your web site to promote and spread your content is extremely important. The only way people will find you and your content is if they can find it through search engines. Search engines make marketers lives so much easier than it used to be. Instead of you trying to find them, they find you. You pull them in to your web site by aligning your content with things that they are searching for. Usually the most effective keyword phrases are three or more words, also known as long-tail keywords. These are less competitive then keywords with one or two words, and offer a more precise way to target your audience.
The most important thing to do is listen and do your research to determine what your audience is discussing and trying to answer or need. You should start by doing Google searches and then digging into the content you find and the social conversations taking place. Once you have listened and researched your audience, you will be able to create keywords that will direct them to your site. The following are ten things you can do, along with having good keywords, to drive the right traffic to your web site:
- Create your page URL around the primary keyword phrase you’re targeting
- Make sure your web site page title has one or two keywords separated by a – or |. Insert the keyword in your page URL first, no more than 70 characters
- Use the two to four keywords your targeting in your meta description, no more than 160 characters
- Create one or two H1 heading tags with your keyword phrases included in them
- Write at least 300 characters of content using your keywords in the beginning and throughout the content
- Create a call-to-action on the page using your target keyword because that is what they were searching for to begin with
- Create internal links in the page going to related content on your site using your keywords
- Use alt attributes in pictures with your keywords, keeping them under 60 characters. (this is how Google understands images)
- Create links on others pages using your keywords linking to the page your targeting
- Make sure the web site footer has links with related content and keywords
- (use your keywords in the page’s meta-keywords, Google mostly ignores this)
Do these ten SEO techniques and you’ll increase the traffic to your web site but, also be targeting and attracting the right people. Now the most difficult and important part of this is always creating educational and functional content. (wish I had the ability to apply some of these techniques to this blog, not until I move to wordpress.org)