Learning from Your Customers

When it comes to putting together the foundations of a marketing plan, you need to realize that every single purchase a customer makes stems from some sort of issue they’ve had regarding their lifestyles. This is one the basic principles of SEO, and by thinking about the customer’s mindset as opposed to why your product is so great, you may be doing a great service.

Let’s run with this idea for a bit. For example, say a customer has some sort of issue and needs some business or product to help them with their problems. In the olden days, you may go for something in the Yellow Pages, but now, it’s more likely that they will use an internet search engine. A good exercise to handle this issue is to try and put yourself in the customer’s shoes to figure out what they would do in this case.

Hypothetically, let’s say that you ran a car dealership. In this case, you would want to play the role of a customer looking out for cars. Generally, people that do this will take one of two paths with their searches, looking for cars in their area or a specific make and model. In this case you would want to pair the car with where you live, like using Ford Mustang in Costa Mesa. Alternatively, you may want to target customers in specific financial situations, like car loans in Costa Mesa.

Now that we know what to do, there’s a bit of question regarding exactly what to do with that knowledge. Let’s continue with the example we’ve been using. If you run a car dealership, what type of cars do you see? Make a list of your various offerings, and if you specialize in certain financial packages, make sure that you advertise that as well. Basically, you want to make sure that the things people search for appear on your site, as long as they are relevant. Mindlessly stuffing keywords will actually backfire on search engine rankings.

Let’s take a moment to address long-tail keywords, a very important part of your keyword strategy. These are 4-5 word phrases and are essential when it comes to getting in certain searches. Chances are that mega companies hold the most generic keywords, so getting specific is the best way to help with this issue. However, there’s a bit of a hitch here. Search engine algorithms require that you use context in order to rank properly, so you need to find a good fit for your keywords. This is why blogs are so popular because you can build content around the words.

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