The Keywords That Sell
You've thoroughly researched your keywords. The keywords
you've chosen relate to your business.. You've worked
really hard to get good rankings. You've paid for
lots of PPC listings.
The traffic is coming to your site, but the sales
just aren't happening.. You're just not getting the
conversions. A top reason for this situation is overlooking
the sales cycle when you are selecting keywords.
The sales cycle is a series of levels that a normal
customer will go through when making the decision
to purchase. The first sep is the customer's impression
of a product, or the beginning awareness of a need,
or solution to a problem that a product could appease.
The steps of the sales cycle continue through research
and evaluation of the product or problem to the last
step, which is the customer's decision to buy.
Internet marketers are able to approximate the stage
the customer is in. They do this by looking at the
keywords the customer uses in their search.
For example, perhaps you want to purchase a new printer.
You might search on "printers" to get some
ideas. After you get a broad outline of the marketplace,
you drilldown to get more specific information. If
price is the motivator, you might look for "cheap
printers", or you may have run accross some color
printers, so you search for "color laser printers".
Now you are honing in on a brand, or even a model.
Perhaps the Samsung CLP-510N. You see, you're moving
through the sales cycle from the initial evaluation
to the close. You are doing this with multiple searches.
If you were taking to a sales person, you would be
asking the questions of him rather than the multiple
Finally, you've decided that you want a " Samsung
CLP-510N", but with free delivery. You can see
that the key words "printers" or "color
laser printers" will not convert the sale nearly
as well as "free delivery Samsung CLP-510N".
In other words, tight customer targeting is very
rewarding. Of course you can trget customers at any
stage of the sales cycle. Even the customer who is
just beginning the process. You really want to keep
the cost of the initial searches low to make up for
the low conversion rates. You can afford to invest
more time and money in the searches that are more
specific. The ones that point to the final stages
of the sales cycle.
SALES VS MARKETING
Consider the distinction between sales and marketing.
Sales looks at the customer as an individual, and
meets their needs, step by step, through to close.
Marketing, on the other hand, is looking at broad
Marketers generate a list of keywords, based on subject
and traffic numbers, and then optimise or buy PPC
listings in order to grab a share of that traffic.
This works, especially if your goal is to generate
traffic volume, however there are smarter ways to
operate if your mission is to cut straight to the
chase and close the deal. Keyword targeting at the
tail end of the sales cycle can lead to higher conversion
rates, often with less effort and expense. Compare
the effort and expense of getting first page placement
for "fax machines" with that of getting
placement for "brother fax-685mc free delivery".
Never mind that there isn’t a great deal of
search volume for very specific terms. Apply this
strategy through your entire product range and it
should soon pay dividends. Search engine placements
should be easier to maintain, and more cost effective,
than if you target more generic terms.
Statistics and tracking are your best weapons. Tag
your visitors and watch what they do. Which visitors
convert? What type of queries were they using? Look
for patterns. If buyers were often looking for "free
shipping" options, then you may have found a
niche that your competitors are missing out on.
Know thy customer. And know where they are in the
sales cycle. Here is a step by step on how to compile
a keyword list.