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Optimize for Trust | CorrTek Marketing Mixer #19

CorrTek marketing mixer newsletter for January 13 - 17, 2020

A conference (more on that at the bottom of this here newsletter), hiring a new content specialist, plus execution of new year plans means a lot of little stuff is falling through the cracks. This is the time of year you find out what’s actually important versus something that looked interesting on a whiteboard.

This is when your process matters the most, and you have to love the process. You can’t go from ideation to launch without process.

I gotta tell you, my processes need work. A tweet from one of my favorite internet people reminded me that not everything needs to be perfect. After all, perfection is the enemy of success.

So, with that in mind, ship that project. Start that ad series. Launch that new service. Don’t worry about it, we’ll get it in post.

Right next to and beside

When you manage brick and mortar locations its difficult to be effective on Google Maps. There’s so much to take into consideration and is almost impossible to know not just landmarks, but what the locals need to find your location.

Using features like what’s in this post are great, but the real critical piece that’s missing is empowering your local staff to be engaged with Maps. How can you engage your locations to get involved?

Google Local/Maps With “In Between” Links To Other Businesses

Get intentional about intent

If you’ve been doing content marketing anytime since 2010 you’ve known optimizing for user intent is the highest priority for conversions. In this post you hear it straight from Google, intent is important. But, its never going to be the only way.

Keep in mind, any work on SEO (intent or keyword based) is a long game. Stay committed – Focused. It will eventually pay off.

Google’s John Mueller on intent research vs keyword research for 2020

The trust funnel

Exclusively optimizing for new users is something that has always infuriated me. First, it’s disrespectful to your existing users. Second, true prospects don’t turn into customers in one step.

Instead, optimize your content to treat the person reading/engaging with it as what they are, a business owner, a person who has a problem and is looking for more than just a product. Every step in the process is a chance to build trust.

SEO is Not Enough: Why B2B Marketers Need to Optimize for Trust with Influence

Video, video and more video

This is a good interview, I’ll just leave it with this quote:

“…I think the biggest thing from all the ones that I’ve had that are successful is cohesiveness of vision.

So while all the videos are totally different, making sure your team is 100% on the same page when making the content is what makes the most successful stuff…”

Break Free B2B Series: Adam Dunn on Creating Blockbuster Video Content in B2B

Stop to recognize your accomplishments | Get Better Friday

Earlier this week I had the opportunity to speak at my companies semi-annual conference. I’ve participated in breakouts before, but always with a partner and always about a company project.

However, this one was different. I was asked to speak about social media and digital marketing. Just me. Whatever direction I wanted to take it. This has been 10 years in the making.

Back in 2009 I was in a totally different place. I wasn’t in marketing, I was as far away from this industry as possible (spending most of my day driving a forklift). I had a objective though. I knew that I wanted to be in digital marketing and that I could be successful if given the opportunity.

For 10 years I talked to anyone that would listen. I offered to send strategies, documents, projects. I was willing to travel to any meeting in the company where this topic might be useful. I was… Annoyingly persistent. This lead to a position on our ecommerce team 7 years ago and then my dream, to build a digital marketing team.

So this week, when I was given the opportunity to speak to the entire company about this topic I had to take a moment to reflect how far I’ve come in the last 10 years. It was never a big jump, but instead thousands of little steps along the path.

Sometimes we all need to stop and look at how far we’ve traveled. Always looking to the future is helpful, knowing where you want to go. But, don’t forget to look back at what you’ve accomplished and give yourself credit.

You deserve it.

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