Search engines continue to adjust algorithms to better match how consumers actually conduct their searches. How should this affect our optimization efforts?
Consumers aren’t born in a vacuum, nor do they live in one. They’re inundated with a brand’s messages, ideas, discussions, and controversy across all of their digital and offline encounters.
As businesses and marketers, we must not only educate novice buyers on the benefits of a product, but also engage educated potential customers who already have some knowledge of their choices and are making final decisions between products.
Identify consumer needs
The first step in this process is identifying the needs of the consumer at each of the stages where they’ll be searching for products.
What drives their curiosity? What is creating their need? A strategic response to this question can be pursued in several different ways.
A good way to begin is surveying your website visitors.
Onsite surveys can be a powerful way to gain an understanding of customers and what information they’re after. Think of engaging ways to talk to your audience in this way, putting them on their journey to being a customer.
You may have already started tracking visitor activities in your analytics platform – analytics that you can tie to a stage in your customer’s lifecycle.
In the B2B sector, this can mean a visitor downloading a whitepaper that gives some entry-level explanation of your product category, or, on the B2C side, could include a customer adding a specific product to his shopping cart on your website but not completing the purchase.
These are all opportunities to re-engage audiences by understanding how they arrived at their current stage.
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