A Modern, Sophisticated Approach
to Improving Conversion
This free Google tool is indispensable for every PR pro
Digital tactics can be intimidating, but there is one essential tool from Google that every PR professional should be familiar with. It generates that amazing sidebar on the right side of a Google search when using a desktop, and the top of a Google search on mobile.
It’s called the knowledge panel.
If you are a public relations professional, don’t underestimate the power of learning SEO. Not only can you optimize every press release you put out the door and amplify the SEO impact of you (or your client’s) social media efforts, but you’ll be surprised at the value of keyword research.
Consider this: you secured a byline opportunity for your client in one of their leading industry publications. HOW MUCH MORE POWERFUL would that placement be if you were able to write it about a trending topic that was highly searched for online last month, then optimize that byline to show up in search results?
Thanks to an April 1st post on Jay Baer’s Convince & Convert blog, I landed upon Google’s latest free eBook – “Zero Moment of Truth” on the “new” mental model of marketing.
A fantastic read, the free book focuses on how marketing has made a fundamental shift since social media entered the scene. Until social media hit mainstream, consumers were hit by stimulus (advertising, direct mail, etc.), followed by their first buying decision when they see the product on the shelf (the first moment of truth), then hit with a second moment of truth during the experience of using the product.
Now? Consumer buying cycles have changed – people leverage online reviews and research before making a buying decision, they rely on smartphones while they shop, and multiple pieces of information (10.4 sources) converge into a single moment of decision.
