See who you’re dealing with
With Search, you don’t have to ask people what they want; they tell you. It’s a miraculous invention. It’s exciting. Sometimes, they even want what you’re offering – if you are lucky, or, responsive.
Understanding how to sell your product isn’t enough to generate traction nowadays; you need to know your audience too. Positioning and messaging are the power.
The most effective messaging connects an audience to the product proposition. It’s the fit.
How do we get to those audiences? Write to them.
But first, you need to know who they are, and what they want.
Individual keywords don’t help you much
This looks obvious when written down; keyword research is only the first step in audience analysis.
We use a simple technique to map your keyword audiences and bring insight into search marketing; before you do it. By mapping topics, you can finally start to see who you’re dealing with and get on with the productive work.
Turn keywords into audiences and clicks into revenue.
Focus on the words and people, not numbers and graphs. Instinctively, marketers know this is the right approach.
Why working with search audiences is better than individual keywords
Anyone can learn the meaning behind words, and the technique works for every topic of interest.
- Clarity and context, define your target markets
- See which keywords are worth nothing
- See which keywords are worth the most; hint, the volume doesn’t matter
- Understand if you will get leads before doing the work
- Prioritise content and maximise traction and ROI
- Why some content will work even if you get no clicks
- Advanced: Learn more about keyword audiences by comparing them
- Knowing your audience powers your website
Audiences give you more to go on.
Keywords are fuzzy fragments of your imagination
Single keywords are like Lego bricks left all over the floor.
Bricks are fun to play with, and you can make whatever you like, but when keywords are put together properly, you can see the audience you’re dealing with. Like a jigsaw puzzle of a jug, seeing the audience gives you the full pitcher.
Those Search Audiences let you do proper marketing.
The audience visibility
All audiences are made up of topics plus niches plus time. It’s that simple.
Topic plus Time plus NichesHow to uncover the keyword audience
Topic: every single search has a topic
Group all the keywords with a topic in common, and you have a search audience to work with. The topic is the audience, to be clear.
- Complete keyword audiences let us pay attention to the words, and the people behind them.
- The audience may want more than you’re offering, or different types of the same thing
- What you don’t do, might be more important to your audience
- What we need to say in answer to their questions becomes clearer.
Time: the hidden dimension
People use different words around the same topic as they get closer to buying. Time is the hidden dimension, and seeing all the keywords together makes that more obvious. It has a big impact on marketing ROI.
The audience is ‘on a journey’.
Each keyword is a static freeze-frame in the story going on in your prospects’ heads.
Search audiences are on a journey.
- Keyword maps contain hundreds of potential routes.
- The world comes into focus, and you can see the journey through the topics,
- Seeing the audience helps plan those journies before setting off.
- When you know what they need, you know what to write
Niches: the lens to profitability
We see multiple niches in keywords. All of them go towards ‘who’ people are. NIches are just aspects that sum up a persona, industry, role, location, and level – these can be seen in the keywords. Occasionally you will even see multiple niches in the same search.
Small numbers of highly specific searches with the potential to hone your messaging around who is looking, and when.
Writing for small audiences can be profitable.
The road to high definition content
With single keywords, we guess what people want and what they want to hear next. Taking the guesswork out of what your search audiences are looking for can be a huge enabler.
- The search audience IS the market – you can see whether you have a product-market fit.
- Each search can be mapped to the topic, timing and niche, making the content very specific.
- You can see what they want; your content and messaging can be organised
- Searchers are highly granular about what they need and when
- Gap analysis tells you what to write next.
Audiences give you insights.
Let the marketing begin!