Let's face it, it's hard enough to run a business as it is. But then to worry about establishing a customer search strategy on top of it? It's a tall order, to say the least. Fortunately, we're here to help!
In this article, we'll show you some simple ways that you can build a customer search strategy or just enhance your business' pre-existing plan. Make sure to keep reading, because this article is important.
Should your search marketing strategy focus on organic SEO efforts or paid SEM? Both, of course! Why would you limit yourself to just one form of marketing? With that said, where your marketing spend goes will depend on your budget and goals.
If you're a small business with a low marketing budget, for example, your search marketing strategy should focus primarily on organic reach and building a strong collection of content. But at the same time, spending a bit on a PPC campaign gives your business an advantage.
It's a question that your team will have to mull over with plenty of data. We also suggest checking out this article from The HOTH that outlines the differences between SEM and SEO and explains why both are so vital to your search strategy.
While it may sound harsh, the fact is that your customer needs and your business needs aren't necessarily aligned. It's up to you and your team to bridge the two.
The simplest way to do so is by focusing on the types of content and search terms your audience uses on a consistent basis. Think about their pain points and work from there.
The sales will come in once you start proving you have something of value to offer your customers.
On that note, make sure you're accounting for HOW audiences search, not just what they search. One great example is the prevalence of voice search, which now accounts for 20% of Google's traffic.
Social media is a great way to grow your brand by sharing fun content, interacting with customers, and establishing your brand's reputation through reviews.
However, many brands struggle to determine what social channels their brand should participate on and how much time they should dedicate to their social strategy.
It's a tough question to answer without knowing a brand's specific goals and needs, but a general rule of thumb is to have your business be everywhere your customers are. Likewise, you'll want to spend most of your social efforts on the channels your customers use the most.
If you're not sure what site that is right now, you can grab some helpful customer data from your profile's analytics tab, as well as your audience profile.
Did you catch any overarching themes of this article? Remember, your audience's needs matter and they're integral to your search strategy. By focusing squarely on your customer base, you'll stand a much better chance of growing your business.
As you establish your customer search strategy, take some time to read up on the other great content on our site.
