Marketing plans start with the keyword research for a number of simple reasons. For one, knowing what people are searching for is a good indicator of what the market wants and by producing content that specifically carters to those users it becomes way more likely that they’ll find you, visit your site and become a customer.
Building your content around the keyword data gives you a clear goal for each piece of content. What did the leading competition do to for their post? Can you do it better? What didn’t they do? Do that.
So I don’t wnat to understate the current level of competition for equipment related lacrosse keywords and I do see openings, but to make an informed decision it’s important that the person investing realizes the value driven in multiple capacities
#1 – SEO Ranking – Long-term (Planting Seeds)
* We target low competition keywords with blog posts and begin to rank, Googlebecomefamiliar and our Domain/ Page Authoprity Grows increasing the likelihood over time that we ranks for more valueable (difficult) keywords.
* Though we can’t compete for huge Traffic ranking positions, everty user counts and we will increase traffic from each keyword we compete for. once we get indexed by Google (begin ranking)
#2 – Social Media – Short-Term (Direct Engagement)
* Posts to share on social media. All of the content that we can post should bring a certain amount of traffic, depending on how good we get at writing it and optimizing to increase click through rate (people scrolling their feeds, stoping and clicking)
* Imediate Traffic from influencers/paid posters combined with basic Social MEdia growth systems and paid ads could drive the bulk of traffic that will get us to the season goal.
Once we start getting traffic in these ways we can calculate how much traffic we need to drive to the site before we see a conversion.
The conversion rate is the number of conversions divided by the total number of visitors.
Ex. 100 users we get 1 conversion
= 1% Conversion Rate
The point is that you are now tracking it and can change things to improve it over time.
Then calculate how much money you have to spend to get 100 quality users and you know how much it costs for you to aquire a customer.
Now invest in the systems that drive that quality traffic while maintaining or improving the conversion rate, assuming that it costs you less to get the traffic then you get from a conversion then you are in business!
Life valuye of a cx