Are You Missing The Biggest Piece of The Market Pie?
If you have a website, but you only get traffic from existing customers or people who know about you, you are missing out! Big time. Because most likely you are only ranking in search engines for your brand name.
Just think about it. 93% of online experiences begin with a search engine! But if your business only ranks for your brand, potential customers will not find you! How many people do not know about your product?
We will show you how to find those people and how to approach them.
Out-dated Approach to Advertisement
In the olden days of advertisement, a shop keeper or salesman placed an advertisement in a local newspaper or mailed out flyers. Every person got the same information; no matter if there was a known need for it or how relevant the solution was at this moment in time. Does that remind you of your website? Is your newsletter treating everyone the same?
This all changed with the book "Breakthrough Advertisement" by Eugene Schwartz who introduced the "Stages of Awareness". Using this tool, you are able to define who your prospects are and how to talk to them effectively.
Lets look at the basics first and then dive into how you can market to your clients using this approach!
5 Types of Prospects Based on the Stages of Awareness
The stages are easy to understand and quiet ingenuous.
- Completely Unaware of a Problem: those prospects are unaware that they have a need for your product (e.g., the car is running just fine and there is no need to search for a auto repair shop)
- Problem-Aware: the potential client is aware of his problem, but does not know a solution for it yet (e.g., the oil light is blinking and the car is due for a check-up)
- Solution-Aware: the potential client knows the solution for his problem, but he is not aware of your product yet (e.g., he knows he needs a check-up and an oil change, but he does not know about your shop)
- Product-Aware: the potential client knows that you offer a solution to his problem, but does not know if yours is the best for him (e.g., he searches for auto repair shop and checks out your website, but has no reliable evidence of your quality and trustworthiness)
- Most Aware: The client knows about your product and is convinced of the benefits to him, but needs to seal the "deal" (e.g., he calls up his friend and gets a recommendation)
I hope the examples are already illustrating the single stages.
Now, think about your customers! Are you marketing a mass-product that everyone knows about? Or do you serve a specific niche, where most people in the general public are not even aware of a solution to their problem?
3 SEO Strategies to Find New Customers
Its easy to understand the theory of the awareness model, but many clients have trouble adopting it for their business. Where do you start?
1) Keyword Research
The first thing, you should do is to think like your clients or customers. Put yourself in their shoes for a moment. What is the need they have that your product provides a solution for? Articulate on a piece of paper in different ways the problem your product is solving, what value it delivers to customers and the proposition you are using. Now what words and phrases would they be using to search for the problem itself or a solution.
In professional keyword research, we will compile a list over thousand keywords and then go through and see which ones are relevant, have a low competition, generate enough traffic and are going to make money. Those are the keywords or keyword phrases we are going to target first!
2) Make Your Text Human and Spider Friendly
Using proper SEO copy writing will be helpful to address each type of prospect the most effective way. Make different pages that use the language the potential custom would use. Some visitors might appreciate general information on the causes and treatment of a specific problem or benefits of wearing special runner sneakers while others need to be convinced that your solution is the best fit for their problem. Use the keyword phrases for each appropriate customer group.
3) Analyze current traffic
Then look at your current traffic and analyze how they are using your site to understand how they flow through your site. Google Analytics is a great tool to do that. What are they dropping off? Where do they enter? How many visitors are returning to your site? Can you tweak the navigation, the site structure or landing pages to engage with your visitors longer and increase your conversion rate?
Now, you are ready to launch some awesome content. Make it reader friendly, shareable and visually appealing. And then start sharing yourself!
How do you find new customers?