These days, digital marketing is paying special attention to keyword strategy. If content fuels the digital marketing campaign, then keywords serve as ignition buttons throughout the campaign. Keywords are capable of influencing the ranking of your website. Despite a universal agreement over this fact, not all of the innovative ideas been put into practice. It is not about keyword planning anymore, it is about the applications of keyword planning in a wide context of digital marketing.
Nowadays, search queries have stepped out of the traditional form and comprise of a variety of input formats such as voice search, image search, and the text search as usual. Amplifying our attempts to understand the customer’s psychology should be the top most priority. We need to analyze the customer’s preferences extensively so that a mindful strategy can be formulated. Users have elevated their expectations like never before. They need precise, concrete and relevant information in as detailed manner as possible. Strategists will gain to understand the customer’s requirements, and then plan keywords so as to meet the expectations in today’s increasingly complex roads to business.
Source: http://www.daniellemacinnis.com
Why do we neglect the customer’s viewpoint?
- Outdated notions about how business works
It is difficult for us to think ‘out of the box’, and so our efforts turn towards solidifying our perception. That is often coupled with our limitation in paying attention towards customer’s real motives in the business. The traditional practice has been to promote the website by explaining the concordant USPs. However, we should understand that the information provided on the website should address customer’s pain points, with an intention to resolve them.
- Failure to see the essential connection
We do not understand that improvement and optimization directly correlate with (and is proportional to) customer-centricity. According to Bryan Eisenberg, they are the two sides of the same coin. Having a well-researched customer-centric keyword strategy will help landing pages be more specific and help visitors to reach the right place seamlessly. Also, it will proactively address customer’s chief concerns. Website visitors are more likely to go for a purchase once they realize that the interface is working for them. A consumer-oriented keyword extends this emotional advantage to the online environment.
- The transitory nature of customer preference
Consumer behavior swiftly changes based on the evolving trends. It is confusing for a keyword researcher to cope up with the rapid shift in trends and search phrases.
Why the market is pitching in for customer-centric strategies?
Recognition of the audience profile (including queries and complaints) can have a substantial impact on content-development that must add value to customer’s time.
Apart from being quality rich and engaging content, what is necessary is that the content should have authentic keywords inserted so that the search engine algorithms can divert the search query to your website. Customer-centric keyword strategy promotes the growth of an organization and also elevates the brand value in the market
Analyzing consumer’s behavioral patterns can also let you know what channel of communication is most preferable and effective for a particular group of audience. It facilitates identification of relevant media partners you should be looking forward to approach for mutual gains.
Hold all the aces with Consumer-centric methods
Customer-centric strategies begin with identifying and agreeing to what the customers want. A keyword phrase should be able to capture the essence of the query that the user has in mind.
- Provide direction and purpose to the keywords
Start with analytical tools. Recognize the potentially rewarding keywords. Make sure your keywords have a broad context, so that it can cover various related queries.
- Long tail keywords
The introduction of voice and image searches (after the emergence of “Intelligence personal assistants” like Google Now) encourage users to be more precise in expressing their search object. That has triggered in a substantial rise in the use of long tail keywords. As a matter of fact, around 50% of all searches are long-tailed.
- Forums and platforms for interaction
While every brand aspires to highlight its presence on every social media platform, the best Q&A site on the internet, Quora, is not appropriately exploited for that purpose.
Sites like Quora are the excellent manuals to understand customers’ opinions and queries. Many potential customers ask questions, discuss their concerns and also attempt to answer what they need from a particular product. Take those questions as a foundation for the keyword planning.Interestingly keywords based on these Q&A sessions can upsurge the traffic to your website by 50%.
What can a Customer-Centric Keyword strategy mean for your business campaign?
Having a consumer-centric approach can conspicuously benefit your digital campaigns. Websites can claim maximum benefits by transmuting customer’s sentimental and informational needs. If you can identify a customer’s problem while searching for the product you attempt to promote, you can work on that and add relevant information to the product description. Therefore, whenever a customer searches about that particular concern, search engines are able to link that to your website thus bringing you an organic visitor.
Given that your keywords cover user’s concerns well, you are sure to get a higher ranking gradually. Quality content will complement this endeavor and rather than being an accidental visitor, the customer might become your long-time customer in no time. Apart from the obvious profits (in website ranking and driving traffic) the businesses can also expect indirect gains like:
- placing more relevant advertisements and thus generating higher digital revenue
- the increase in website traffic can lead to a greater level of brand promotion
- Rise in e-Commerce transactions through customer-suited cross-selling and up-selling by recognizing the customer’s pain points at the time of sale
How can Customer Support team help in highlighting customers’ emotions?
In most of the firms, there is a noticeable communication gap between the customer support team and the marketing team. One should cut down the barrier between these two teams, and facilitate regular correspondence to gain raw insights and understand the general concerns of the customers.
This can also help the marketing team to understand the average customer’s perception about the product or services and the company as a whole. Identify the key questions that the customers have in their minds. Planning your keywords to cover these questions can improve your strategy and will rank you higher than the competitors.
Today the world has radically changed the supply chain equation. With customer terminals migrating to online markets, every activity, whether social or recreational, is gradually shifting to the virtual space at an uncontrolled rate. Business houses and marketing firms need to go beyond their traditional practices to reach out to customers by providing more customer-centric solutions instead of just the product information. Having a customer-centric keyword strategy is the new normal of digital marketing. By responding to customer’s new behavior and accommodating their stimuli into keyword strategy, marketing can reach up to a new horizon.
