David Bullock

David Bullock is a business specialist with over 25 years in his field. Most recently, David has worked on Barack Obama’s Social Media Lessons for Business (Barack2.0). Previously, David was a vital growth engineer at CEO Mastery, Inc., Global InterXchange, LLC and The Nurse Company, Inc.

With a background in manufacturing, sales, and business development, David has moved into the arena of profitable thought leadership and strategic positioning. His expertise ranges from communication theory to print & digital promotions, with a fluency in effective technologies for business and advertising.

David’s clients have included over 200 e-commerce companies to industrial automation firms. He has been heralded for his development work for American Express, Kawasaki, School Zone, Barack 2.0, Browning Gun Safe Store, J.D. Mellberg Financial and many more.

Expert session

Tactic that has had the biggest impact on David’s success

Tracking, Testing and Optimization and using a method called Taguchi/TRiZ to optimize campaigns

Result if you follow the steps in David’s session

A methodology to apply to the SEO campaigns that will give you a strong process that will improve your results over time

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot

Transcript

Folks if you have a notebook and paper, get them out I’m gonna give you an acronym called start. S-T-A-R-T and write that down the side of the page piece of paper. I’ve been using this methodology for about a decade.

Let’s start with the S. The S is whatever is your strategy is in all your story. And in your particular case, if you’re doing search engine marketing, the story is what’s going on in the person’s head.

Because there’s really only four different stories in the marketplace any given time. There’s your product story. There’s your customer story. They have their own thing going on. There’s your story as the marketeer. And then there’s the market itself that’s holding the story together.

There are four different stories. You may also call that strategy, but the T stores for strategy a story. In your particular case in search engine marketing, your story starts with the keyword.

Every keyword has particular stories tied to it. Is it exact match or the phrase match the long tail, a buying keyword is an observation keyword. Notice a keyword in and of itself has things attached to it. And those are stories. To find those, first write those out and you’ll be amazed at, hey, my goodness, that keyword actually has a little bit of a weight to it.

The next piece going down the page is the T. T can stand for a couple of things. Typically, when I’m dealing with this tactic, or more simply said, things to do. In search engine marketing, I want you to write out everything that needs to be done.

Keyword Research, figuring out what they want to use. Phrase match or exact match, writing the ad, writing the landing page, actually setting up the autoresponder to the landing page to capture the lead. All these things need to happen I want you to get out in the T section, rattled everything that needs to be done. Those are good to do. And here’s where it gets tricky.

In search marketing, there’s 10 million things that need to be done and if you miss one of them, it doesn’t work. So when you write down that list, you have to be willing, you have to find out what you are willing to do and what you’re not willing to do. Because the things that you’re not willing to do won’t get done. And guess what? That’s going to jam up your business.

All right. So that’s a long list. Now the A, and start with now below the T, is action. You actually have to do something with a to do list which is above. And those are the actions that are taken. Once you’ve gotten to the action phase, then you got to look at the results.

Meaning, did you get a good click through rate? Did traffic show up? Did people actually give you their name and email address? Did they download anything? That’s the result after the action, but notice, a lot of times people will get this story in their head.

And for some reason, magically bankers things has actually happened. Nothing happened. Until you actually do something, you get the result. And then finally, you track and test over time. That’s the last T.

Again, tracking means you have to put the code there so you can see what’s happening. You want to test to make sure that is actually working better and better every time over time, which means you got to go back up to that to do list and do the whole thing over and over again, until you’re done with the loop until you’re into a different story.

Now, I apply that for search marketing, because as you can see, you can apply that for search marketing, because a lot of times we get into the to do section of it, and we missed the step. And then we don’t ever come back to it.

That’s why it’s so important for you to keep it really tight. What’s the story? What are the tactics need to be handled, where the actions need to be taken? Where are the results? And how am I going to optimize those results to get better results over time?

So that’s my methodology and I’ve used it for now, 10 years.