View
601
Download
0
Category
Preview:
DESCRIPTION
An effective, simple concept every search marketer should leverage is the process of developing a search persona. Similar to a marketing persona, creating a search persona helps professional B2B marketers to accurately identify their target customer, to understand how users are actually searching for their business online and to ultimately, drive higher conversion. This is not a very time-consuming process, and will have a significant impact on your marketing efforts behind search and must be the foundation for your SEO strategy. Understanding the keywords your prospects use and the places they go to find information is the critical first step in implementing a successful inbound marketing strategy.
Citation preview
®
Optify, inc. 710 2nd Ave, Suite 840 SeAttle, WA 98104 WWW.Optify.net 1-877-2-Optify © 2012 Optify, inc. All RightS ReSeRved.
5 Steps To Building A Search Persona It’s easy for online B2B marketers to become distracted by the search engines and forget
the real reason they’re doing SEO in the first place: the customer. Customer demand is the
driving force behind search and must be the foundation for your SEO strategy. Whether
you’re an SEO newbie or already running a few SEO campaigns, it’s important to take a
step back and determine what techniques really align with your customers’ needs.
An effective, simple concept every search marketer should leverage is the process of
developing a search persona. Similar to a marketing persona, creating a search persona
helps professional B2B marketers to accurately identify their target customer, to understand
how users are actually searching for their business online and to ultimately, drive higher
conversion. This is not a very time-consuming process, and will have a significant impact
on your marketing efforts behind search and must be the foundation for your SEO strategy.
Understanding the keywords your prospects use and the places they go to find information
is the critical first step in implementing a successful inbound marketing strategy.
1. Know Your Target Audience Identify a target audience that is most likely to turn into customers. Ask yourself: Who’s my perfect buyer? For any businessperson (regardless of SEO), this is something you should be able to answer.
2. Understand Your Audience’s Pain Point(s) & Know How They Search to Solve Them How would your target customer articulate their need for this in terms of keywords? How do they search? Determine the queries that are used by your target audience, are aligned with your business goals, and appear in significant enough volumes.
Target Audience Searcher’s Pain Point
Search Queries Solutions Compelling Call-to-Action
Metrics
Small size company owner in North America looking for a security software for their business
Small size company owner in North America looking for a security software for their business
Needs business security software
Business security software, security software for business
Target Audience Searcher’s Pain Point
Search Queries Solutions Compelling Call-to-Action
Metrics
1. Know Your Audience
2. Understand Your Audience’s Pain Points and How They Solve Them
3. Provide Real Solutions
4. Be Compelling
5. Know Your Data
®
Optify, inc. 710 2nd Ave, Suite 840 SeAttle, WA 98104 WWW.Optify.net 1-877-2-Optify © 2012 Optify, inc. All RightS ReSeRved.
4. Be CompellingOffer a call to action that compels the searcher to dive deeper into your conversion funnel. For example, this might be a discount code, or an online form. Basically, a feature that allows you to keep in contact with a user and offers them an incentive to stay engaged with your website and product or service.
5. Know Your Data Make sure you’re regularly tracking performance metrics that help demonstrate the efficacy of these campaigns.
3. Provide Real Solutions Create great content that’s well optimized for the search engines, but also meets the needs of your target customer and provides calls-to-action that encourage users to further explore and engage with your product or service.
Small size company owner in North America looking for a security software for their business
Needs business security software
Business security software, security software for business
Small size company owner in North America looking for a security software for their business
Needs business security software
Business security software, security software for business
Free trial, purchase now, call for consultation, compare products
Content includes overview, description, review and testimonial, as well as fraud validation
Small size company owner in North America looking for a security software for their business
Needs business security software
Business security software, security software for business
Content includes overview, description, review and testimonial, as well as fraud validation
Free trial, purchase now, call for consultation, compare products
Rank, traffic for your target keyword phrase
Target Audience Searcher’s Pain Point
Search Queries Solutions Compelling Call-to-Action
Metrics
Target Audience Searcher’s Pain Point
Search Queries Solutions Compelling Call-to-Action
Metrics
Target Audience Searcher’s Pain Point
Search Queries Solutions Compelling Call-to-Action
Metrics
Content includes overview, description, review and testimonial, as well as fraud validation
®
Optify, inc. 710 2nd Ave, Suite 840 SeAttle, WA 98104 WWW.Optify.net 1-877-2-Optify © 2012 Optify, inc. All RightS ReSeRved.
ConclusionOne of the most overlooked aspects of this process is to truly try to understand the target searcher’s
agenda. Think of yourself as you search for something. All the pages you bounce off of, because they
aren’t relevant, trustworthy, or are too complex for one reason or another. Search persona only works in
context with business goals, and content that was designed for them. Doing only one thing out of the
overall list above will not bring the desired results. Now that you’ve built your search persona, examine
your website’s content and existing SEO campaigns and make any adjustments necessary to align with
the criteria you’ve identified in this process. Don’t forget to apply the lessons you’ve learned from building
your search persona, to all of the content you are using for your
inbound marketing efforts. Make sure your presentations, videos,
white papers, podcasts and other content posted on third party sites
are keyword optimized and tagged appropriately. Apply the same
discipline to your social marketing efforts and you’ll be well on your
way to building a sustainable inbound marketing engine.
About Optify
Optify delivers an integrated top-of-the-funnel solution for
marketers responsible for fuelling their company’s growth. Optify helps
B2B marketers reach more buyers and generate more demand for
their products or services month-after-month. The Optify Inbound
Marketing Software Suite brings together the enterprise-class SEO and
social marketing tools that marketers need to increase awareness of
their business, influence buyers across social networks, and engage
with prospects at the earliest point of their buyer’s journey.
Optify’s Solution Includes
Inbound Demand: create a sustainable flow of inbound leads into your
marketing funnel with enterprise-class SEO and social marketing.
Sales Enablement: help sales reach prospects and engage with them
early in the sales process with visitor intelligence and prospect alerts.
Tracking & Analytics: get more of the prospects you want with full
insight into what influences your buyers and the path they take to find
and evaluate you during their research process.
Optify offers a fully-featured free trial;
start your free trial now www.optify.net/sign-up
INBOUND DEMAND
Enterprise-class SEO and social marketing to reach more buyers and generate
more leads.
TRACKING & ANALYTICS
Insight into what influences your buyers so you can get more
buyers into your funnel.
SALES ENABLEMENT
Visitor intelligence and prospect alerts help sales
reach prospects while they’re hot.
Recommended