Heather Lutze: Inbound Marketing and Findability

As more B2B buyers conduct research online, companies have had to make a radical shift in strategy from the “one size fits all” messaging approach to one that speaks directly to a proactive, informed audience. Getting found by that audience becomes a challenge as competition for first page search engine results has risen dramatically. Many companies lose out because they they fail to market from their prospect’s perspective. The key to getting found by your desired customers is to go beyond search engine optimization (SEO) and optimize search keywords to align with the way they search. But how does this get done?

In this episode, Heather Lutze of Findability Group Internet Marketing speaks with Candyce about findability and its impact on attracting high quality leads.

Candyce talks with Heather Lutze about findability and inbound marketing. Click on the player below to listen to the conversation.

Download recording transcript (PDF)

Getting your company found online by the right customers is an acquired skill. Improve your findability skills by downloading documents from Heather Lutze’s Findability Kit. You’ll gain access to these documents:

Five Facts About SEO and PPC That Every Businessperson Should Know
Learn how to get the most out of your SEO (search engine optimization) and PPC (pay per click) programs.

Know Your Customer’s Path to Purchase to Win at the Pay-Per-Click Game
Gain insight into how buyers search and improve your PPC spend.

Use Negative Keywords to Make a Positive Impact on Your Pay-Per-Click Campaign
Determining how you do not want to be found can be just as important as how you want to be found. Find out why.

Social Media Advertising Strategy – The Six “Must-Have” Social Media Profiles for a Great Marketing Campaign
Social media has quickly become an integral part of the marketing mix. Follow these six tips for social media efficiency.

You can also read Phil Donaldson’s blog post by clicking here.

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Heather Lutze | Founder | Findability Group Internet Marketing

Heather is a nationally recognized Internet marketing speaker, trainer, and consultant in search engine marketing including SEO, Paid Search and Social Media Marketing Findability. Heather Lutze’s speaking engagements are conducted in the same easy, understandable style of her bestselling book The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing — delivering equal parts good information and good entertainment to audiences nationwide.

Heather is a member of the National Speaker’s Association (NSA), the Colorado chapter of the NSA, and the Meeting Industry Council (MIC). She is a Certified Google AdWords Professional and is a Lead Trainer for the prestigious PPC Summit. For more than two years, Yahoo! Search Marketing entrusted Heather to train their advertisers. She is also a Senior Editor for the Search Engine Marketing Journal (SEMJ) and is the author of The Findability Formula: the Easy, Non-Technical Guide to Search Engine Marketing, published by John Wiley and Sons, Inc. Heather has also been named monthly columnist for Web Site Magazine doing her Findability Makeovers for web site business owners.

Background
Heather began her Internet career as a web designer and subsequently became a Paid Search Manager at a large dot com in Denver, Colorado, where she was responsible for a multi-million dollar paid search budget.

In July of 2000, Heather founded the Findability Group (formerly Lutze Consulting) in response to all the web site owners who had paid for web sites that weren’t performing. Indeed, it was her clients’ frustration with getting traffic to their sites that was her inspiration for learning and mastering the art and science of search engine visibility. Her fifteen employee agency specializes in customized Search Marketing Solutions in Pay Per Click, SEO and Social Media Marketing.