Pick converting keyword based on consumer mindset
Understanding the whole consumer cycle and mindset is very important for an internet marketer, especially if you are doing search engine marketing. Lets take acai berry for example.
Stage 1 – Your potential consumer knows absolutely nothing about acai berry.
Stage 2 – Your potential consumer learned about acai berry from a fox news article, watching ophra show, saw it on dr. OZ tv show, heard it on radio or whatever. I like to call this first media encounter
Stage 3 – If they are dumb enough, they would have bought the product right away after their first media encounter without doing any research on their own, however, for those that didn’t convert right away, they have a pretty good idea what your product is and they want to learn more about it. Now, your consumer is in research mode
Stage 4 – This stage is where search engine comes into place. Sadly, as search engine marketer, we are picking up media buyer’s left overs, we are left with the smart ones that want to do more research on the search engine. This also means those consumers are harder to convert to a certain degree, because they still have doubts, they want to confirm what they have learned from the media they first encounter.
Stage 5 – Now, let’s analyze the media landing page, look at the ACTUAL media that gave the consumers their first media encounter and think what keyword would I use to research after I encounter this media.
- You learned about acai berry from Oprah, Oprah Acai Berry.
- You learned about acai berry from Rachel Ray, Acai berry rachel ray
- You heard it on radio that acai berry is high on antioxidant, acai berry antioxidant
- You saw it on TV that acai berry can improve sleep, acai berry insomnia
Stage 6 – Now you have your base set of keywords, it is time to construct your landing page BASED on those keywords. This is very important, because you need to map your landing page to your consumer mindset to get the best conversion. What’s the consumer mindset here? They read/learn about the product. They like it, they want to try it, but they aren’t sure, uncertain, that’s why they are researching. They are looking for ASSURANCE in their research process, so basically as long as your landing page provides ASSURANCE and it CONFIRMS what they see / learn from the media, your conversion can be decent.
Think about your own mindset when you do your product research, it isn’t that complicated.
Stage 7 – Landing page. Dynamic landing page can be very powerful here. If I learn about acai berry on oprah and I google search oprah acai berry, click on an ad to your lander, I am expecting to see Oprah. If you don’t show me Oprah on your lander and show me rachel ray, you failed to map your landing page with my mindset and I may not even know who the fuck rachel ray is. Same logic applies to every keywords.
Conclusion -
- Pick the golden/converting keywords from the actual media that gave your consumers first impression
- Construct a landing page that has those keywords and provide your consumers assurance on your landing page
- ?????????
- Profit!!!!!
