Mastering “WHO” With Your SEO Campaigns


Episode Overview:

Join host Ben as he continues his conversation with Garrett Mehrguth, founder and CEO of Directive Consulting, about how the general marketing perspective should influence SEO strategy. Today the duo discusses how understanding more about the individuals you’re targeting is critical to search marketing success. 

As discussed previously, understanding the total addressable market (TAM) for your search marketing efforts helps to prioritize and focus on SEO and PPC initiatives. Today’s discussion dives more deeply into the need for learning about the people that make up your TAM. Garrett suggests leveraging new SaaS software that helps layer demographic, psychographic, and, most importantly, firmographic data to better know who they are and where they work. 

Knowing this information helps tailor your content strategy to the specific products and services offered, and to the correct people and specific companies (instead of trying to promote the business as a whole). And make sure to always step back and evaluate the content being produced to ensure it’s high quality, enjoyable to read, and would likely inspire the right “whos” to click, submit, or buy as you hope they will.