As a business owner or employee, you already know the value your products and services can offer. The next step is to leverage your message in such a way that you can connect with the right people.
Increasing traffic to your Web site begins with identifying keywords or phrases that define your business. One online guru has said that "keywords are the 'signposts' that direct your potential customers to your product or Web site." No matter your message, keywords are the triggers that compel a potential buyer to go to your site, and hopefully act on that message. When combined with other aspects of online marketing, knowing your keywords will greatly improve your online visibility and traffic levels.
We all know that people search for things online by typing certain words and phrases into their favorite search engine. We want these Internet searchers to find your Web site among the hundreds of others that are out there. In order to do that, you must integrate the right kinds of phrases throughout your Web presence. We call this your keyword strategy.
When you choose keywords that are specifically relative to the product or service that you're offering, you have a better chance of getting visitors to your site. Once they get there, the sales page does its magic, you get your message out, and hopefully make a sale.
The process of developing a keyword strategy is similar to the process of positioning a product. When we are considering which keywords will help raise your visibility we evaluate four things:
- Search Demand - Are people looking for your services? How many? How often?
- Competition - Are your competitors already marketing these keywords? Do you have a chance of getting traffic on these words?
- Cost - This is the value proposition. What will be the cost per lead for your business?
- Keyword Identifiers - What words might people use when they are looking for your services? Which words and phrases highlight your business and are most relevant to your services?
Whatever you do, don't underestimate the power of constructing your ads, articles, or even your blog posts with the proper keywords. Tomorrow's strongest businesses will be the ones who have zeroed in on the strongest possible keyword strategy for their services.
Make sure to check back at www.trinitypension.com often to find more marketing advice from The Impact Group, www.igpr.com.
To begin the first steps of your keyword strategy, contact Don Polyak of The Impact Group at 330-655-5023 or dpolyak@igpr.com.
