The 6 Principles of Search - Ken Marshall - Hard Corps Marketing Show - Episode # 324

The 6 Principles of Search - Ken Marshall - Hard Corps Marketing Show - Episode # 324

Prepare for the best SEO explanation you’ve ever heard. Today’s guest is a serial entrepreneur, growth leader & thought leader. They are an expert on SEO, Adwords, and business development. Ken “Magma” Marshall is the Chief Growth Officer & Managing Partner at RevenueZen. Ken discusses how to align your marketing efforts to hit your goals, why you should never start with tactics, and how to use Chat GPT to enhance your marketing efforts.
 
Busted Myths:
  • “If you blog it, they will come” is not a real strategy. This pervasive ideology that  simply implementing a strategy will bring people to it is a waste of time and money.
 
Takeaways
  • For most B2B companies, increasing customers and revenue is the main goal. Rather than focusing clicks and keyword ranks, your marketing efforts should be aligned with growing revenue and customers.
  • There are six principles for aligning your marketing and goals: 1) Analytics & Attribution, 2) Understand your Audience’s ‘Jobs to be done’, 3) Research Relevant Metrics, 4) Understand the Buyer’s Journey, 5) Topical Authority & Overall Relevance, 6) Tactics.
  • Analytics and Attribution relies on setting up and using free or paid tools which allow you to understand your keyword and traffic data. This is crucial because you need to know what you’re doing and how you’re spending your budget to have a winning campaign.
  • It’s more important to understand your audience’s jobs to be done than it is to know highly-specific demographic data like height or soda preference. Personas are neat, but it’s more valuable to know what problem your target ICP is trying to solve for example.
  • Researching relevant metrics means that before you start writing, you know what the search volume is for your most lucrative keywords. Don’t just guess!
  • The basic model of the Buyers’ Journey is 1) Awareness, 2) Comparison, 3) Decision, and 4) Loyalty. Think about the type of content you need to provide someone to move them through that journey. 
  • Your topical authority determines whether or not you are seen as trustworthy by search engines. Just as companies have a dress code in their office and well-kept storefronts in the real world, this is all about appearing reputable online.
  • In order to get quality outputs forms Chat GPT or other AI tools, you need to craft quality input. Your prompts should provide a lot of context and this requires effort on your part. Even after writing a good prompt, realize that you need to do a lot of refining.
 
Quote of the Show:
  • “If you want to do search well and inbound well, starting off with a tactic is usually going to be a poor ROI of your time and money” - Ken Marshall 
 
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 Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Creators and Guests

Casey Cheshire
Host
Casey Cheshire
CEO & Founder of Ringmaster Conversational Marketing. Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He has been in EO for close to 10 years and counts his relationships as a key reason for his continued success. Casey’s passion for podcasting led to him founding Ringmaster Conversational Marketing. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue. Previously, Casey founded and ran Cheshire Impact for 10 years. It became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021. He is also a US Marine Corps Veteran where he served in the Infantry and deployed to some very hot climates. In his free time, Casey likes to skydive, climb mountains, and pretend to be a hungry bear for his two kids.
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