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 anticipate what that intent will be and then 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 build confidence pre-purchase.

Nowadays they use their PCs & phones, in short bursts (= micro-moments), to explore and research what they will eventually want to buy. Many brands still make the mistake of waiting until the “I-want-to-buy” moment to make their pitch. To slug it out with everyone solely prepared for 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. Tip: think about the long tail of search and serve it! 

Consumer Search: Navigational, Informational & Transactional

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 about my services?
  • What are they doing with my products or services (e.g., baking cookies, buying a home, recovering from an injury)?
  • Would education and/ or instruction, maybe even ‘how-to’ instruction 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!

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.

 

Business Web Presence | Kinetic KnowledgeSmall to Medium Sized Business Web Presence: What’s Really Necessary?

 

As a small to medium-sized business owner, you are likely wondering how dedicating your precious time and resources to your web presence (not just a website) will truly benefit you.

What’s the point? How about a strategic web presence that will give your brand widespread visibility across major platforms and search engines. This visibility will lead to more eyes on your business, more traffic on your site, and more prospective leads.

The beauty of the web is that you’re able to instantly give people what they are searching for!

Small Business Web Presence Toolkit

In order to drive leads and increase visibility, you’ll need to have a strong & coordinated set of tools in place.

This web presence should consist of:

  • A professional website
  • Quality content, pages dedicated to each product or service
  • Trusted off-website citations, linked references to the business 
  • And a fundamental SEO strategy for all of the above

Having a professional website, possibly with a well-designed logo that people will recognize, is a start. It is the brand online, a place where a depth of information can be used to differentiate, but it’s also the bare minimum.

Quality content that differentiates and defines advantages is a necessity. Each product or service should have its own page. You need content that defines your brand as an authority in your field. If not, assume that Google will not be interested in ranking it, because that is what Google is looking for.

If the subject of your products and services is competitive, then assume that other website references for & links to it are necessary in order to competitively demonstrate that authority.

Once those are set in place, you are still going to need a solid SEO strategy in order to tend to all the details that are going to be necessary to outperform the competition! The analysis of your visibility must be included in order to see what is and maybe what is not working on an ongoing basis! 

After all, you need to be visible in order to start capturing consistent leads. This is the lifeblood of your small business and the reason for working on a web presence is so worthwhile.

Success on Google / Search Engines

When you dedicate the time, energy, and patience needed for a strong web presence, you will be rewarded within the major search engines like Google. You will have unlocked an extremely powerful source of free, organic advertising.

With Google, you are able to show up right in front of your ideal client exactly when they are looking for the services you offer. Unlike advertising that interrupts, they are qualified as a lead by their effort! 

In order to rank and increase visibility on Google, it is highly recommended that you become familiar with the tools they offer to help, including:

●      Google My Business

●      Google Search Console

●      Google Analytics

After all, who would know better than Google themselves how to succeed on their platform? And why would they offer these tools if using them didn’t offer advantages? 

Fundamental Search Engine Optimization

Optimizing your website for the search engines is always a moving target and never an exact science. That would make it too easy for those trying to game their system. So when analyzing your site’s content, you want your focus to remain balanced between what is a good human experience and what search engine algorithms can identify as a useful human experience.

At any time, there are up to 200 signals Google’s algorithms will use to rank your page versus all the others. You will never know exactly what all of those are nor how highly weighted any one signal is. With experience, having leveraged strategic trial and error, you can come up with a system that delivers consistent results.

Advice For The Busy Small to Medium Sized Business Owner

If you’re not willing to spend hours learning these principles and strategies, much less executing the tedious ongoing requirements, your next best option is to seek out experienced help.

The Cost of Search Engine Optimization

The cost of a fundamental SEO plan to start the process of building a powerful web presence for your business consists of the following:

  • The specialized tools and software necessary
  • The size of the target market
  • The size of the competition, including the geographic area where it is engaged
  • The number of target keywords
  • The time & labor necessary to execute it all on an ongoing basis

We’d love for you to consider Kinetic Knowledge in your journey to building a powerful web presence for your small business. Don’t hesitate to reach out and ask us:

  • What’s done
  • Why it’s done
  • For references
  • For examples

Take a look at our available services, and don’t hesitate to contact us today!