1. Know your buyer persona / prospective customer
Why did you develop a website for your business?
Certainly; to inform your prospective customer how you can help her and can deliver product and services she is looking for.
Do you know? Who are your prospective customers?
Ever you think about demographics, personality traits, goals, online behavior, education, paying capacity, fears, brand loyalty and influencing factors of your prospective customer.
Knowing your prospective customer better helps to design a convertible website via making content entertaining, educating and interesting for them.
You should continuously research your buyer persona. You can do this by interviewing your current customers. The Internet has increased number of ways to know your customer. Defining buyer persona or knowing customer is ever-evolving.
This can be achieved by sending a survey form on email or a feedback/suggestion form on the website.
A survey form on the Facebook page and other relevant social media platform can be developed to collect customer information.
Customer information can be collected at the time of registration on the website it could be a member registration form or a checkout form.
Your sales guys also know their preferences and buying behavior, they can provide insights about your current customers.
Google analytics can help to collect data regarding their interest, demographics and online behavior.
2. Understand buyers journey stages
Website visitors searching for product and services we are providing always be at the different level of understanding.
Someone may be new and making her aware or educating her; where the most website visitors are. This is known as the awareness stage.
People here are looking for answers, resources, educational content, and opinion data. Our website must have an adequate amount of content to educate new visitors and take the next level of the buyer’s journey
Hierarchical in-depth pages can be created to provide the deep understanding of the product and service we provide. We can have downloadable content for each stage like eBook this also helps in lead generation. We can have blogs on the website to provide educational content.
Blogs and eBooks help take visitors to the next level of buyers journey and generate leads too.
The second stage is the consideration stage where a buyer closely looks for solutions we provide and evaluates alternatives. We must provide the pros and cons of each alternative available and help a visitor to move to the next stage of buyers journey that is the decision stage.
At decision, stage content is mainly related to price, installation, delivery, warranty, return policy and after sales support. This information can be provided nicely in the tabular format.
Customer reviews related to product and service use and after sales support can help the visitor to take a decision. According to one study the buyer uses reviews at every stage.
Creating separate pages for each stage of the buyer’s journey helps to analyze at which stage a particular buyer is using Google Analytics.
3. Business keyword research:
You have defined your buyer persona, you know a lot about your prospective customer; hence you can think like her. The first step of keyword research is to think like your prospective customer thinks and enters a search query in Google to find product and services you provide.
If you are in travel business you have to think like a tourist, if you are a healthcare service provider you have to think like a patient and make a list of search terms and phrases you will enter in Google to find healthcare service provider or tour operator.
The first step in keyword research is brainstorming and making a long list of search terms and phrases that use of this business will use in Google search. Google auto suggest helps to refine your list and tells you what other similar search query people are using.
Google Adwords keyword planner tells the number of monthly searches for different search terms, keyword and phrases. Many other third-party tools free and paid are available to refine your business keyword research.
Google trend tells the monthly and yearly trend for business keywords. It explains whether the trend of any business keyword is moving upward, downward or constant. Keyword research is used for strategic decision making in business; it is not only a Search Engine Optimization (SEO) prerequisite.
After finalizing the keywords you have to focus your content marketing effort around these keywords. This helps your prospective customers to find you by improving SEO and making you visible on the first page of the Google.
Keywords may be different for every stage of the buyer’s journey. You have to research business keywords for every stage of the buyer’s journey. A search query or keyword also informs about the search intent of the user.