Today I want to talk about the power that occurs when you braid your Keyword DNA with the ideas from your USP and how this can make a powerful and convincing website as well as expanding this to include your entire online marketing campaign.
Let’s talk first about a USP. Russ talks in his 4 Million Dollar Question essay about the basic building blocks of a USP. He describes how the best USPs are crafted in such a way as to address a pain that has an emotional charge; it sets you apart from the crowd in such a way that you have little or no competition; and in the case of online marketing, you want to make sure that your customers are actually looking for you online.
As you formulate your USP to address the above ideas, you’ll find specific keyword phrases are used to address each one of these issues. These are going to be your starting cluster concept terms that you will use in VOMA. Often the key phrases that address the 4 Million Dollar ideas are simply qualifiers for terms that you already use to describe your product or service, thus creating a long tail. At other times a converging market is introduced. The possibilities are endless, but it’s quite easy to find the key terms as you re-read your USP.
Each of these key terms should become a cluster. Resist the idea to create a single cluster and throw more than one USP idea into it, at least at first. As you do market segmentation you may eventually come to the recognition that some terms definitely belong together, but it’s best to look at everything at a granular level first.
Typically the most competitive term in a cluster will become your parent term and the other terms will become “synonyms”, thus creating a synonymic set that are the highly targeted terms in a silo. In phase two you “try out” a couple different combinations of synonymic sets until you find results that match your USP well.
At that point, this theme is brought over to the blueprint and Krakken automatically drills it out, choosing highly qualified themes as articles, and further drilling those out automatically. Supporting keywords are also automatically selected for the silo landing page and the supporting articles. All of the automated choices should be double checked to insure that they are in line with your USP, then finalized, thus creating the final blueprint.
Now we get to the juicy bit.
Not only do these keywords get used in your website, but for optimal effect, you’ll want to use that Keyword DNA throughout your online marketing campaign.
Check out the Pyramid of Promotion below:
Generally speaking, the parent themes and synonymic sets (PT&S) for the silos are the most direct response oriented keywords in your blueprint, next are the PT&S for your articles. Least direct response would be the supporting keywords for your articles.
In this way you can kind of “map” you Keyword DNA to the Pyramid of Promotion, realizing that the top of the pyramid (or the advertising for the things toward the top of the pyramid) should be geared more toward your direct response keywords and toward the bottom it would expand to also include the educational terms found as supporting terms for your articles.
Let’s get specific for a moment. PPC, CPA and affiliate banners would all contain the most direct response keywords in your DNA. While toward the bottom, in article submission, blog posts and forum threads you would find everything from direct response to educational.
White papers and Press Releases are the same. Often they will target one or more direct response keyword, but their very nature would be to include some of the supporting keywords from the same silo that is being targeted by the direct response keyword.
This actually makes your advertising much easier. As you go to create a document you already have at your finger tips the set of keywords that you have defined as your DNA. You pick a strand (i.e. silo) by deciding which primary direct response keyword you are going to use, and looking down the list of synonyms and supporting keywords your advertising will practically write itself.
Not only does this facilitate the creation of your marketing material, it also serves to create repetition for your prospect who will hear a consistent message that stresses your carefully crafted USP in the early steps of your market research. The repetition of a consistent message lends strength to your campaign and a feeling of brand cohesion that aids in trust building.
We would like to offer everyone a personal experience of using Krakken to create their own Keyword DNA. For this reason we have decided to celebrate our country’s birthday by offering a “Financial Independence” silo credit sale. Available to Krakken members from now until July 15th, we are offering a special; a 25 silo credit package is available for $100. The only caveat is that these credits must be used by 1 September. Interested? Click here to sign up for Krakken. Already a Krakken member? Click here for the Silo Independence Sale.
For more information visit Theme Zoom.