We like to think we are in the online marketing business or maybe the SEO business, or PPC management business; but, we are not. We are in the human behaviour business.
It is too easy to get side tracked and pigeon holed as this or the other, when the real goal is to solve a problem.
As an SEO we can say yep we’ll get you to number one for the term ‘blue widgets’, but what use is that if there are no people ready to TAKE ACTION searching for that phrase?
Much better to study psychology of a searcher and understand that the people ready to take action are searching for ‘xt10-2 blue widget’ – this may get 10% of the search volume but searchers are 99% more likely to buy.
It’s all about human behaviour, search psychology, putting your self in the mind of the searcher – whatever you want to call it. We are in the human behaviour business.
Without the upfront research, understanding motivations, understanding psychology, solving the searchers problem and crafting a compelling online message – any online campaign is doomed to failure.
All too often a business gets so caught up in the running of their company, the internal terminology they use, and their own way of thinking – that they miss the crucial aspect of starting any online campaign or building any web preseence – they forget the very audience they are trying to serve. Spend time researching what your customers want, what they are searching for, how they are searching for it – get out of your world – you are more often than not too close. Be a customer.
Your online campaigns will sky rocket.