The Partner Channel Magazine_Winter 2018

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“We provide supply chain management software and services.”
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“We help manufacturing companies automate their supply chains with software, services, and onsite training.”
Assess your website and marketing collateral. Are you general where you need to be descriptive? Have
you described what makes you special? (Where are your baby food prunes??) Create your list of keywords
and descriptive phrases. Conduct some searches for those words and phrases. Do a lot of other businesses
come up? If so, try to get more descriptive until you find words and phrases that stand out and reflect special
qualities unique to your organization. Once you have that list, update your website pages being sure to include
those words and phrases as much as possible. Consistently and persistently use your unique keywords and
descriptive phrases in your blog posts, press announcements, social media posts, email taglines, and so
on. The more you use them, the greater lift they will have online. And, the more your team members will
remember and use them naturally.
Caution: Companies quickly grow tired of their own stories and switch up their headlines for fear of
appearing boring. Avoid falling into this trap by remembering that most people out there haven’t seen your
stories. What seems stale to you is fresh to most others. Hold steady to your newly narrowed keywords. Your
clarity will pay off with higher traffic and momentum.
Editor’s note: Tracy is a gifted storyteller, and I was always excited to see what she had in store for the magazine.
Although she’s moved into a role outside of the Microsoft Dynamics community, she’s remained a gracious
contributor through the years, and I thank her for that.
Taking
Everything
DIGITAL
Connecting People, Processes
and Data for competitve advantage
www.altec-inc.com
THEPARTNERCHANNEL.COM | WINTER 2018 47