Most businesses at some time will want to raise their profile online and some will call upon the skills of consultants like WSI to deliver results.
As part of the fact-find to understand the underlying business objectives, we often ask for a client’s input on the keywords a prospect might use. However after listing their company name and some products or services, their eyes often glaze over!
So here are a couple of ideas to help you think to understand the motivation of your customers:
1. Listen to them! Particularly When someone calls a company, they will often describe the problem they wish to solve rather than ask for a specific solution? Such as “I’d like sell more through my online shop” rather than “I’d like some search optimisation”. So ‘increase ecommerce sales’ could be a useful keyphrase.
2. Ask your team. What are the most common requests you get from customers? How do they describe your products and services?
English is a rich language and often clients don’t use ‘industry terms’ to describe a product or service but more generic or vague layman’s language. You may be a ‘waste management company’ but the prospect will call for ‘weekend skip hire’.
Discovering and understanding the language used by your customers is a major step in researching the best and most productive keywords for a website and associated internet marketing campaigns.
If you would like assistance in raising your company’s online profile and getting better returns from the internet, please call us on 01928 787026.
