Target Consumer IntentWhat Is Your Target Consumer Intent!?

 

Simply put, building content that targets consumer intent with answers produces MUCH BETTER business results! But what is the target consumer intent? How can we be there with the right answers when they search?

Nobody wakes up in the morning with a credit card and says, “just let me buy something.” That’s not the way that it works today. Especially not for more serious purchases, where consumers want to develop confidence pre-purchase. Nowadays they use their PCs & phones, in short bursts (= micro-moments), to explore and research what they want to buy. Many brands still make the mistake of waiting until the I-want-to-buy moment to make their pitch. Slugging it out with everyone solely at the I-want-to-buy part of the purchase funnel is the hardest place to compete!

A better strategy is to reach them before the competitor does, such as during the I-want-to-know moments, to establish confidence & brand affinity! Start at the top of the funnel, where the largest addressable audience is available and a pipeline of leads can be built! Establish a position as the authority and consumers will have this in mind as they progress on their purchase path.

Consumer Search

Consumer searches are generally one of three things: they are navigational, informational or transactional in nature. Based on this, we marketers must strive to meet that intent with the right responses via our content. And yes the content needs to be indexed in search engines, but this works for marketers because it works for the consumer! In a time where consumers believe they can research anything they want, we need to consider earning their trust with the answers they seek! Why? Because consumers can be more loyal to an immediate need than they ever will be to a particular brand.


Brands Beware- NOT About You, It Is About Them!

 

According to Google, when conducting a search on their smartphones, 65% of those surveyed say they look for the most relevant information regardless of the company providing it. 51% of those same smartphone users purchased from a company/brand other than the one they know because the information it provided was useful. For the marketer, it means that investigating intent will help to focus in on more specific consumer information needs. Look into things like searches relevant to the product or service category offered that are trending.

Ask yourself if you are truly serving questions you would ask personally when YOU search for!? Identifying what’s most important to them and prioritizing the creation of answers for those intent-rich moments, where decisions are being made and preferences are established, is the key! When you provide helpful content in these moments, customers are more likely to keep you in mind as they progress on their purchase path.


What Are ‘Intent Questions’ We Should Anticipate?

 

  • Think: what do they want to learn about your products or services?
  • Why or under what circumstances do they want to learn it?
  • What are they doing with your products or services (e.g., baking cookies, buying a home, recovering from an injury)?
  • Would education and/ or instruction, maybe even ‘how-to’ video content’ support them?

In terms of content, are the answers to their questions available on your website?


Understanding Google’s Definition of Micro-Moments

Google introduced the concept of micro-moments broken down into I-want-to-know, I-want-to-go, I-want-to-do and I-want-to-buy moments to help marketers think about consumer intent. Again, 51% of smartphone users surveyed purchased from a company/brand other than the one they know because the information it provided was useful. Each of the different moments reflects different flavors of intent and calls for a specific content response, so the next step is to map out what keywords & questions (Keyword + Where, Which, Who, Why, What, How and Are) consumers will use in their path to conversion.

  • Example I-want-to-go question searches could ( in the moment ) be “What to Do in San Francisco” or “Where to Stay in Miami.” Or maybe people are looking local and are considering buying a product at a local store. Serving this moment means getting your physical business address in their consideration in that moment. ‘Near me’ searches have grown to the degree 82% of smartphone users say they use them to find a local business.
  • Example I-want-to-know moments are likely more exploring or researching than they are purchase moments. Useful information, maybe even inspiration is the answer; whereas this is not a moment for the hard sell. Google says 66% of smartphone users search on their smartphone to learn more about something they saw in a TV commercial.
  • Example I-want-to-buy moments are huge, of course. Someone is ready to make the buy and need help deciding what or which one. Don’t ever assume they will seek you out so much as they will the right information. Interesting that 82% of smartphone users have consulted their cell-phone while in a store?! What do they want to know about your product? A poor example might be the fashion retailer who concentrates solely on I-want-to-buy moments — “I want to buy a blue dress” for example. With such a narrow focus on JUST checkout, they missed the chance to position their clothing for what-to-wear-in-an-interview or maybe what-to-wear-to-a-business-dinner moments, a potentially big segment for business wear and blue dresses.
  • Example I-want-to-do moments can come before or after the purchase. In either case, these are ‘how to’ moments for getting things done or trying something new. Serving the right content is, again, the key. In fact, ‘how to’ searches continue to grow 70% year-over-year on YouTube. These are the I-need-to-fix-my-lawn-mower moments … the need is for immediate help with getting something done or learning how in these I-want-to-do moments. Because YouTube is so heavily trafficked video content can play a big role because it allows someone to learn at their own pace. Google says that 48% of smartphone users are more likely to buy from companies whose sites provide instructional video content!

Identify and prioritize the moments where questions can be answered, preferences can be established and then where decisions are being made! Do it before they get to checkout.

Your messaging and content choices should stem from consumer intent and MICRO MOMENTS!

Ever Wonder What Your Business URL or Domain Should Have Been?

 

local seo njURLs & Domains are necessary, a business has to have one. They are also marketing tools; however, they will never correlate to competitive search engine visibility unless supported by other highly important factors. Generally speaking, a business URL or domain name can be the exact name of the business; it may only be related to the name of that business, related to its service or it can be both name + service and mostly it will serve as where the business is located on the web. For local service-based businesses, there are generally 3 types of domain names:

  1. Branded Domain
  2. Keyword Domain
  3. Hybrid Domain

See more on this below.

Domains Matter Little When It Comes to Competitive SEO


Regardless of the business URL or Domain your business chooses, it is always important to understand that you cannot game Google’s system with your choice. Google only prioritizes the best answers to a search or a question. A domain, no matter how close to the subject, does not equate to a “best answer”.

Unless there is no competition for the answer to a search and that is 99.99% completely unlikely in a world gone online, a website or a website page’s status as the best answer will have to be earned. And that is going to be based on up to 200 competitive signals, starting with the content of the page itself.

Given the choice of an unrelated domain name page with great content, great use/presentation of its keywords, trusted backlinks, supportive outbound links, lots of user activity (competitive measurable examples) and a keyword-based domain without, the latter stands no chance. Ask us about local NJ SEO and getting your business set up to compete successfully online!


1. What Is A Branded Domain Name?

A branded domain is the use of a brand or business name itself. Like, for example, Kinetic Knowledge is both our companies name and our business URL.

Our name reflects a theory we had when we got started about 17 years ago. That was related to our belief that success online starts with and is directly related to knowledge-based content. If that knowledge could be published then moved out through different channels like search engines, social networks and email than it would be ‘Kinetic’. Kinetic meaning … of, related to or produced by motion supported by the web. If so a business could, in theory, build visibility with and hopefully attract traffic to where it would be used to convert leads.

And so ours is an example of a “Branded” domain name. Please note that kineticknowledge.net or kineticknowledge.org, for example, are also branded domains. In these cases, we are only referring to the root domain and not the “TLD”. The ‘root’ domain is the part before the dot. What comes after the dot is the “TLD”, or Top Level Domain, like “.com”, “.net” or “.org”.


2. What Is A Keyword Domain Name?

Many local businesses will serve one geographic area for a particular service. For example, consider a theoretical local contractor in Belmar NJ named ‘Jones Construction’. It might be common for this business to try and purchase a domain like “belmarnjconstruction.com” and this would be a keyword-based domain. An “Exact Match Domain” (EMD) would match a targeted keyword exactly, like maybe “construction.com”, if that was was even available.

The domain “belmarnjconstruction.com” might be the best idea in terms of a Keyword Domain used for identification amongst local prospects.


3. What Is A Hybrid Domain Name?

A hybrid domain name, obviously, is a mix of the two. A brand and a keyword in the domain like, for instance, maybe “JonesConstruction.com.”

reviews drive leads nj local seo

Online reviews from clients not only increase visibility, but they build trust with qualified searching consumers. Ultimately, reviews help drive leads!

Getting reviews obviously matters; however, the fear of a bad review is also a common source of anxiety for business owners. While a business must accept that it cannot control the reviews it gets, it must place MORE concern with a lack of them than a negative review. Studies show that the average consumer looks for them, but also suspects foul play when they don’t see at least one bad review.

Studies also show less than 1 in 4 consumers have ever given a review, which sheds light on a business opportunity. It’s why review generation must become ‘standard operating procedure’ for all marketers! Keep in mind Google measures up to 200 signals, depending on the subject- competitiveness when it ranks sources of information for a search result. Reviews are just one and, while it is an important signal, don’t be foolish enough to believe it is all that matters either. Folks, be sure to keep that content coming as well!

Top 3 Places To Get A Review

1. Google Search / Map Listings  – it is simply the most visible place for reviews 
2. Facebook – massive traffic means reviews here matter, albeit people visit Google with intent and Facebook generally to socialize
3. Yelp – if only because it shows up in search results more often than the remaining search & directory listing websites

And be sure listing profiles are accurate, consistent and verified!


5 Best Ways to Get Reviews

1. Ask for the review!
Surprising how many businesses don’t think to ask for a review, be sure yours is not one of those!

2. Educate on how to give the review!
Distribute instructions for how to leave the Google review, generously!

3. Make it personal!
Most people are kind, they appreciate a personal touch and asking them directly is just that!

4. Provide Links!
Passing out links to that Google, Facebook and even Yelp listing makes it easier for those more challenged!

5. Third-party tools
Be very careful with this one!; while soliciting reviews can be a task, automating the ask to everyone you do business with will automatically include those who may not be thrilled. And so rather than risk raising the odds for (literally) recruiting a negative review from an unreasonable person, be sure the tool offers some control to choose who is asked. 

Generating new reviews doesn’t have to be painful, but it’s got to become standard operating procedure! Don’t let your local business miss out on all the potential leads that could be drawn in when a good reviews strategy is in place.

RELATED POSTS ON REVIEWS:

  1. HOW CAN A BUSINESS DEAL WITH A NEGATIVE REVIEW?  
  2. CUSTOMER REVIEWS MATTER, BUT FAKING REVIEWS CAN GET YOU IN TROUBLE WITH THE LAW

4 Digital Marketing Mistakes to Avoid | Kinetic Knowledge

digital marketing mistakes
All good digital marketing strategies lead to one important goal, and that is quality leads. Regardless, marketers must avoid marketing mistakes that challenge the trust of their prospects. While it’s difficult to get attention in a crowded web environment, choosing tactics that are anything but genuine is NEVER good practice. That’s why we’re talking about 4 digital marketing mistakes you must avoid.

Please remember, a search or an advertising click does not necessarily translate to a lead or new business. Certainly not if the consumer’s desired result FAILS to be on the other end of their click! Prospective new clients aren’t much different than you and I, they prioritize trust and will never accept being tricked.

#1 Clickbait Titles And Misleading Articles

 

Every internet user has seen the infamous “8 Things You Must Do Right Away (Number 2 Is NUTZ!)” type of blog or social media post title. For a while and due to the inquisitive nature of humans, these posts littered social media and the search indexes. This type of post is often referred to as ‘Clickbait’.

Now ‘Clickbait’ doesn’t necessarily mean the article is incorrect or misleading, but it does suggest the author is using vague language tactics to tempt viewer clicks. Although the article may even be useful, it is likely not as interesting as the title suggests. Many internet users are on to ‘Clickbait’ articles and tend to avoid them … as well as the marketer responsible.

While lots of clicks sound great, it’s likely sales are the goal. Viewers need to TRUST and while ‘Clickbait’ may generate clicks statistics show they don’t translate to new business.


#2 Fake Reviews

 

You may have considered purchasing reviews if you’re struggling to get your customers to write them. Or worse, it may seem like a solution if you are facing multiple negative reviews.

While “only buying a few” sounds like it could benefit your company, chances are your fake reviews will backfire. Not only are consumers aware of fake reviews these days, but Google’s algorithm will also find false reviews pretty easily. This begs the question: can you afford the consequences for generating fake reviews?


#3 Poorly Set Pop-Ups & Lightboxes

 

Although pop-ups or Lightboxes can be useful when implemented in the right way, it is often done poorly. These pop-ups typically try and tempt a viewer to submit their email for more information. When placed strategically, these pop-ups will show only when a user has been on the site and is navigating away. When implemented poorly, pop-ups can inconvenience or annoy a user ultimately resulting in high bounce rates.

If you want to install better-converting applications, be sure to think through the strategies behind them!

#4 Overuse Of Stock Photos

 

Using stock images can be useful for a website; however, businesses often cross the line between strategic and overuse. Stock images are pretty easy to spot even for the least experienced internet user. While the use of stocks might be with good intention, overuse can feel impersonal to visitors.

How can it be avoided? Take photos! If a local photographer is not in the budget, modern cell phones are capable of producing professional-level photos that can appear more genuine and personal!

Is Your Business Worthy Of Trust?

 

Ask yourself, “Is This Business Worthy Of Trust?” It’s one thing to write a headline that generates a click; it’s another to write one that delivers value and builds trust. Headlines and catchy advertising tactics rarely earn trust, nor sustained attention or lead- action. If your business is looking for more than clicks, it needs to dismiss the “bait and switch” tactics that have become so common online today. Worse, targeting & measuring the wrong thing is likely worse than not measuring at all. 

Don’t be fooled, your next buyer is just like you. She’s busy; she wishes to be shown the value you offer … tricks will only undermine the chance of that connection.

About Kinetic Knowledge NJ Digital Marketing Services 

 

Based in Monmouth County NJ, Kinetic Knowledge is a full-service digital marketing firm offering local NJ SEO, website design & managed host service, social media, graphic design, content and more.

Contact us here or give us a call to learn more at 732-722-5915.