Bolt on Landing Pages for Long Tail B2B SEO Marketing Transcript

February 22, 2019


"Everyone thanks for joining the webinar series, we hope this is a monthly series and hopefully the production quality goes up.

Today, we are broadcasting live from our downtown Seattle headquarters.

I'm looking out the window and I am predicting very light snow flurries If anything, it is a gray out but it's a great day at DevHub.

So if you're joining us today you're probably interested in learning about kind of the topic that we sent out which was out basically the strategy around Bolting on landing pages as part of business-to-business digital marketing strategy.

So today what we're going to cover is: How to actually create those pages utilizing our platform, why the strategy works, and how it works, and the results from it too.

Additionally to quickly back up for two seconds; so in case, you don't know what DevHub does - DevHub is a platform that allows brands and marketing technology providers to build out landing pages in sites, aka web experiences, based on data and so today the data input is content.

Cool, so we kind of broke this out into three parts, right the first part you're gonna hear the word research out of my mouth a lot. I mean in a weird way you can probably take a shot every time I said but I'm pretty sure I'm gonna say it at least 20 times by the way this room is packed right now you can't really tell.

The second phase will be building when the third pages results and what to expect from deploying this strategy and like I said before you will hear the word research out of my mouth most because actually the building of the actual pages is not hard and you'll see that in a second.

It is actually the research to what is actually going into those pages that is actually the hardest part.

to the next slide so i said research I think three times here's another three more times what research is really saying is like to understand who it is your selling to - okay the person's or person that you're selling to where those customers are, in terms of like what companies they're at, what products that you currently offer that they would be interested in, and then of course how your product fits into their world. And what we see in research what we're really seeing is, this content, this whole thing does not work unless you have legit content.

If we're going to keep it short, it better be concise so that you're targeting the right persona at the right company, who at what company it is, and then, of course, the market sorry the product that you're offering in terms of their world, and if you can't lay that out then you might as well just turn off of this.

So the way we're kind of going to talk about how to execute this kind of on this strategy of building out these pages is to kind of show what we did ourselves and what we do ourselves.

Basically the first thing we did was identify kind of the industry that we're going after, in our case is marketing technology, and then more specifically the local marketing focus, and then we broke out in terms of the different products that we would offer to someone who does local marketing, and then mapping that back to who actually would be interested in this kind of content, and this type of product basically.

In this you'll see how this actually all blows out in a second, but basically what we're doing we're doing research on all of these different companies, the people at those companies, the types of products that they already have which or what we can plug into or be that they can offer to their customers as part of our white label, or as part of the white label of our platform that they would be using. So again we kind of said we're going to talk about research a lot, so imagine 10, 30 days past and we basically put together this content and our kids thinking about local marketing and this is us mapping the content. Again you'll see how these tags: page headline, page sub-headline, will help in actually building out the landing pages at scale because this is just one segment all the different segments that you'd be targeting in B2B.

The third is kind of like the overall kind of value prop of someone reading it at one of the companies that we would be targeting with this page that they would quickly understand what it is that where what we're offering. In your case, I mean when I practice this webinar yesterday like obviously, we're talking about kind of in our world but you figure it hopefully your understanding that in your world obviously want to be local marketing you'd be picking the type of product broadly and then start to end up basically break it out which you'll see here.

Cool so broad in terms of a little bit of the industry or actually a subset of the industry and then now breaking out individual products; right so if you're in local marketing, here's a product location pages if you're in local marketing, here's our product profile pages, if you're a local marketing here's a product growing into Micro-sites, these would be all products specific to the industry to the persona and how those tempos products would actually fit into you know that that world their world basically

Expanding out on the products little more co-op landing pages, syncing location data, and store locator finder their technology. These products are specific to the people we are targeting in local marketing above which is in the industry of marketing technology and again this will make sense here in a second. Finally as part of that content gathering to is basically a quick call to action, there's also it could be the form of the page in the world what we're asking them to learn more about, and then, of course, we recommend also on our other vendors who they can we can also plug into as part of their strategy. What you're going to see now is basically how easy it is to basically build these pages. So the hardest part actually was the last I think five or six slides or eight slides and basically what's happening is either you were us are building out a master template which we'll walk through Two, all the content that you had written how you're plugging that into a spreadsheet which will then generate all the individual pages that you would need basically published, and then after that kind of what happens next after the pages are left.

So step one most of you are probably familiar with the drag-and-drop builder whether it's Squarespace or with or Weebly or whatever or even some of the other people on balance lead pages. Basically you are us can use this drag-and-drop builder to build out what we would call a master template which basically instead of building it out one by one you're basically summing in kind of variables or us would call macros so that you can build a lot of different pages but in this case you time up one but you'll see hopefully at this point is kind of clear that if you wanted to build more pages you're kind of utilizing that same master template but with different content. And this part is pretty easy next, boom... it may look confusing but at the very bottom, you'll see the one page that we've built and among about eleven different pages and this will actually look like forty-two or more when we are done but that's a jump too far ahead.

On local marketing you know basically plugged in the page headline into the sheet the pages sub-headline and the page header content I don't want in location pages I know two content related to the location pages the link of where we want them to go so on and so forth and by filling out all those spreadsheets instead of having to log back into the Builder to clone a site all we're doing then is basically this is a shortcut to our builder to basically populate that page and within a minute five minutes thirty seconds twenty four hours you can actually set that time to publish when you want those pages to publish so they're building a lot of pages and you want time in QA and spellcheck and do all that stuff you can build a bunch of pages and then it'll populate or basically publish whatever you kind of set the time to do that. 

And here is what those pages look like,
you can instantly again this does live understand that alright so polish pages this is what the published pages look like we built the template in the Builder we plugged in the content of local marketing landing pages we broke out the different types of landing pages maybe a couple value props and recommended vendors call-to-action a form and again all of this is built basically within using a master template and a spreadsheet so all you're really doing to execute on the strategies doing the hardest part which is actually the research, hopefully, what you're able to tell is that actually to publish the pages themselves and then produce a lot of pages is actually the easiest part, it's actually writing the content that inks sometimes forever, but really a nice show and it should take you to be doing it right quick if you have a team even quicker but do not shortcut the content piece. Number one question we get, "so where those pages gonna live?"  this is kind of getting into the SEO side basically so obviously just publishing pages with no links to them provide zero value except you're using those pages I guess just to send directly and you don't care about organic traffic this is a little bit more of an organic play.

What we're doing is we're actually using a sub-directory strategy to basically bolt the pages on so you have demo common which is kind of like the main domain authority the root in our case, we brand that to be industry specific so we're going after the industry of marketing technology providers.

And then, of course, the type of solution that we're offering which is local marketing, and then if you saw in the spreadsheet before it's difficult forward slash Martech forward slash channel marketing forward slash email marketing and we're blowing those out with content.

Now, The page is live and you want those pages like you said yeah they're properly set and published so the first thing you're probably going to wanted to do is obviously get a link to it so that obviously gets seen by the search engines faster aka google

and so what we do is typically publish a blog post related to they see how the DevHub works within the overall Martech industry and that obviously establishes a link basically from where the page gets indexed by Google and then will start to leverage all the other pages that we've created again having any content makes two pages more relevant hopefully people link to them and that when you're referencing all the different pages you published in a blog post also when

people click off they find that content relevant, so hopefully, you're getting that form fill or that actually complete.

And I think one of the key kind of takeaways in terms of how to make this sustainable and not kind of gamie, is basically like to know that like SEO is extremely hard.

publishing pages on their own or I'm not gonna lie and say they're gonna just crush for you or whatever because without links, without them being targeted correctly, and other marketing efforts of yours, but the takeaway excellent point - The harder you know gets the more opportunities there are four great wins

So I mean longtail in general as a strategy has been around since we founded this company back in 2007 and like there's just no way to game it except to provide relevant content period.

And so helping it get a link from your own blog totally legit. using it you'll see in a second, so now the pages are live right, there's a page we can send it to you, just looking at it,I don't know you can see it on there.... but basically with all your pages live like if you went to DevHub forward slash Martech you would see all the different pages we built and

once you have that data kind of in our platform any experience that you wouldn't want to build outside of the original pages but basically what we would call a hit directory we can build for you.

We're not just dropping off tech and saying see you later we will help as much as you know you

would you want us to otherwise it's a totally a platform that you can take and run with it yourself too.

and so what we were about to talk about was the slide that we're on now, which is again what those pages live obviously depending on how you're marketing a lot of our marketing is kind of what we would call outbound, aka email marketing and so and since we know who the personas of the people that we're targeting are, we know the companies at which they're at, we obviously, know the industry that they're at we're now gonna start embedding those links for the pages that we created as part of that email campaign so someone who's in SEO manager at a blank company in that industry... so basically let me go back real quick, so the link that we created with and local marketing basically what we're doing is drafting an email campaign targeting the industry targeting a persona, in this case, say SEO managers we're dropping that link and saying hey here's how DevHub works for local marketing in terms of SEO. Embedding that link and hopefully when they get to the page and hopefully, they click and they get to the page they see it's super relevant to what they would be looking to offer as a local marketing SEO, looking for location pages done, looking for Micro-sites done, they're looking for a location finder done, and it's super specific versus being like hey dev hub can produce landing pages which there are a million ways to do that today.

Also real quick - I guess I should know that those pages - besides the email marketing can also be used as part of your PPC campaign

linking off display ads to make to more relevant landing pages so basically display on - landing page and obviously off of search marketing and PPC to a specific landing page as well so this was our first well there's a directory on the page now yeah there's that directory that we were talking about earlier that we can publish.

Let's get to the conclusion, okay so this webinar was, was it only 18 minutes long? I was hoping I can get it to go - in that word how many slides was that 19? so I'm at about a minute per slide?

okay all right good to know again this is all live we're human you know.

As this is the this is the first in this will be an ongoing webinar series I hope you'll see the production value grow up but hopefully, the content that we're providing in the strategy we're providing as part of these webinars is what you're most keen on.

And again always feel free to ask questions! but to kind of recap what this first webinar was about obviously building landing pages that perform it requires actually a lot of homework aka research, aka content gathering, the actual publishing of the pages we make that part super easy hopefully you saw the use of variables and macros to publish a lot of different pages not for just one industry or one product but a lot of products is why you would ever even consider using us.

Anything under 10 pages you can probably do everything I just said on WordPress or some other platform but when you're getting into the 10 plus 20 plus 40 plus you're gonna want a platform like ours

Then third, obviously the game performance is dominated by the quality content proper

SEO strategies, but additionally you know these pages I would also say can live

for a long time so as you produced more let's take content specific to that specific product you should be updating those pages all the time and hopefully it's super easy for you because of all

you're doing at that point is just pulling right back into a spreadsheet to make those edits without having to get into a builder without having to talk to IT without having to talk to anybody else

you're able to publish kind of a lot of those long tail pages at scale.

and cool, 21 minutes so I think that's it for this webinar, hopefully these get longer, hopefully get more informative, hopefully get more niche, DevHub was founded by Daniel and myself, you know again as humans behind it we believe were about 80 or 90 % tech and about 10 or 20 % service so feel free to collaborate ask questions, we have so much documentation on anything that you would ever need related to basically building out web experiences beyond landing pages and sites.

But this was just one strategy that we've seen work and one that worked for us and one that worked for our customers so we decided to create a webinar around it.

I think next month's webinar will be about matching ad copying to a specific landing page at scale, of course.

So happy Friday thank you for joining us from downtown Seattle Washington and again, thank you for joining."