How Search Data Improves Marketing: Vanessa Fox’s Tips

Targeted marketing drives sales because it delivers the most relevant content to customers and prospects at exactly the right time.

Easier said than done? Not necessarily.

The wealth of free data provided by search engines gives you an insight into the psyches of your target audience, said Vanessa Fox at her February 6th Market Re-Search: Unlock Search’s Hidden Benefit webinar.

Missed the webinar? Click now to access the on-demand version!

“The search engines make this stuff available to us, so we may as well take advantage of it,” said Vanessa, author of Marketing in the Age of Google.

Let’s take a step-by-step look at how to acquire and use search data to create customized marketing:

1. Google Trends

Unless you run a Super Bowl commercial, people aren’t likely to search for your brand, product, or even industry. They search for answers to their problems.

Google Trends allows you to compare how people search for specific terms over time. Vanessa compared the search trends of three popular TV shows and found that Honey Boo Boo became a more popular search than Glee or Gossip Girl.

Google Trends - Honey Boo Boo

Though Vanessa’s example was somewhat trivial, seeing what trends are hot and which are cooling can act as tips for what types of problems people need solved.

2. Google Correlate

Just because heated car seats has a large number of searches, doesn’t mean an auto dealership in Arizona should start a marketing campaign centered on it.

Google Correlate allows marketers to view how search terms rank in local regions. This feature also allows you to see how search terms change by region, enabling you to customize your marketing accordingly.

Google Correlate

Businesses with a brick-and-mortar presence can use this information to appeal to local searchers by stocking highly-searched inventory or even adding a new item.

3. Categorize keyword clusters

After identifying a number of search terms, group them. For example, a yoga studio might break the searches into four categories: styles of yoga, poses, yoga at home, yoga in a studio.

Remember, just because something is popular doesn’t mean that it’s your target audience. People looking for a “New York City yoga studio” aren’t likely a match for a company selling yoga DVDs.

4. Create searcher persona

Marketers must consider what problems their products solve, how prospects search for answers, and what content provides the best answers.

Once you identify the keywords that fit your business, create a profile for the searcher. This will help you identify the problems they have.

5. Check your resources

Once you discover the problems, ask if your content addresses them. If not, create some.

Avoid talking about how you have refined your yoga techniques over decades. Instead, tell how they can remedy their situation and discuss benefits they will receive.

(Note: Be sure the landing page is a good gateway to your site.)

6. Let searchers find you

“Make it easy as possible. Don’t make them think,” Vanessa says.

When people examine search results, their eyes focus on the left-hand side of the page. Be sure to include keywords at the beginning of your title.  You will be more likely to catch a searcher’s attention.

7. Motivate searchers to take action

Only after you answer the searcher’s questions can you talk about yourself. But once you do, use a compelling call to action.

When writing a call to action, consider what will motivate your customer to convert.

Also, ensure your website visitors know where the call to action button will take them either through context of the content or a good description within the call to action. For example, “Sign up now for a guide to better health”.



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