Smarter ways to use search queries to your marketing advantage
Wednesday, May 08, 2019
As a marketer, you no doubt spend a significant amount of time analyzing what consumer searches mean for your bottom line. Knowing how to accurately interpret the search engine data you compile, though, is key to both holding on to your existing audience and attracting new buyers to your brand.
Use the following research-proven strategies to enhance your understanding of the search trends you uncover — and utilize them to target what your consumers want more efficiently than ever.
Make a great first impression.
Research published by the Institute for Operations Research and the Management Sciences (INFORMS) found that consumers who search their options regarding products for 30 days tend to ultimately choose an item they saw on day one.
Make sure your product's initial impression is on point to keep it memorable and desirable so consumers will circle back.
Don't be too confident.
A study from Drexel University, Brigham Young University, and Google found that a large number of searches for your specific brand by those who already own your product do not necessarily indicate that those consumers are about to rebuy from you — they could simply be looking for info on how to use your product more effectively.
Survey your existing demo to find out why they are checking out your brand online. Address any issues they have by proactive moves like improving your product instructions so they are more likely to rebuy your product in the future.
Reconsider your paid search strategy.
Researchers at the University of California, Berkeley Haas School of Business found that when paid searches are turned off, consumers simply use free channels to locate a product instead. This could mean your company is focused too much on putting money into searches that don't yield sufficient results.
Do a deep dive analysis to see where your ad power truly lies so you can stop wasting resources.
Take accurate stock of your numbers.
A University of Rochester study made in conjunction with Netflix and Pandora found that 84% of online ads actually resulted in offline revenue for companies surveyed. That means you might not know your own strength as a brand if you are assuming that all of your sales are coming from online purchases.
Break down your specific sales sources on a regular basis so you know how to better position your product for search interest that will generate both online and in-store buying.
Keep offline interest in your sights.
A study from the University of Texas at Dallas found that many consumers seeking to buy a car don't search at all online for information before making a purchase — they simply buy the model they already drive. This points to the importance of keeping online searches in perspective, as it's easy to fall into the trap of believing they're all-encompassing.
Make sure your in-store marketing is as strong as your online presence to guarantee your consumers are fully informed and their needs are met. That's the best way to get and keep their business.
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