Guess who’s looking for you? It’s your customers – they’re all out there, looking for you. But most of them can’t find you in the vast ocean that is the web. So how are you going to reach them? I’m glad you’re interested in this and that you were able to reach me, and it proves my point. The only way you improve your chances of generating and nurturing leads is when you target your content on what you know your buyers are after, and then put it in front of them. In this article we will show you how to derive a keyword matrix from customer profile.
The only way to do that is by building up a PERSONA. Alan Cooper came up with the concept of “personas” in 1999, as a strategic approach for identifying the right audience in a cluster of passive / active prospects. Let’s start with a list of the most important questions you need to ask yourself and your sales and marketing teams, to build your customer persona from your customer profile.
a) Who falls in your customer profile or customer persona ?
Every business has it’s own groups or sets of targeted audience who fall in the customer profile. For example, as a digital marketing company, Kamkash’s target audience could be:
- Any business or startup with a new website;
- Any business with an existing website but no traffic; and
- Any business, new or existing, which does not have a website.
b) What pain points does your customer profile have ?
As a business, you must know what problems your individual customer profile has. It doesn’t necessarily have to be a problem that your business, product or solution addresses. It can be just about anything that your targeted customer requires and is looking for.
For eg: Kamkash can help you with SEO, content creation and marketing, promotions, social media marketing, email marketing, landing pages, etc. We’re not webpage designers, and we certainly have no direct benefit in giving you free website design templates. But if we write an article about the top 10 website designs for startups and offer free templates, it will attract startup founders with new websites who are also likely to need things such as SEO, content creation and marketing.
So now you understand the importance of creating personas and using them to build a wider marketing funnel. Let’s move on to the practical issue of how to convert your personas and pain points into the right keywords. But first,
Subscribe to our mailing list
c) How to Derive Keywords from Pain Points of your customer profile?
Step 1 : Start with words you can derive from your target customer’s pain points.
Let’s start with the keyword “digital marketing,” since it seems to be such a recurring theme in this persona. We’ll use a keyword research tool (SEO Profiler, SEMRush, Keyword spy, etc.) to find related words, their search volume, competition, estimated bid, etc. It will give you a result like this:
From the above 1,838 keywords, select only those that are relevant for your business and the online marketing channel you select for a marketing campaign. For instance, a digital marketing company that wants to attract business owners and startup founders has no interest in a keyword such as “digital marketing jobs.” The keyword clearly dosen’t fall in the customer profile. Kamkash is, however, very much interested in keywords such as what is digital marketing, digital marketing singapore, and digital marketing company.
Step 2 : Funnel your customer profile keywords into 3 stages
- Stage 1 : Awareness: In this stage, you have to educate the prospect by providing information about all kinds of queries they may have. As mentioned above, a lot of it will not be about solutions your business provides.
For eg: Kamkash will write about everything from buying domains to choosing webhosts, free website templates, setting up an ecommerce store, etc. – basically anything that a new business or startup which is just launching a website may be looking for.
Stage 2 : Consideration: In this stage, you bring prospects down the funnel by providing answers to their pain points for which your business offers a product or solution.
For eg: A search query such as digital marketing company includes a wide spectrum of possibilities. The user may be looking for SEM, SEO, SMM, affiliate marketing, content marketing, etc. Here the user is searching for several possible solutions for a specific problem.
So you give them all the options to consider. For example, a user looking for more search traffic can choose SEO and/or SEM. Kamkash doesn’t do SEM, but we will still tell the user that these are all the options, and this is how you can get more search traffic.
Stage 3 : Decision: In this stage, the user knows what kind of service they need, so you have to hammer home the features and benefits that your product/service offers to help fulfill the customer’s needs.
For eg: The keyword “best content marketing firm” clearly tells you that the user has already decided to go with content marketing, and is now trying to find the best provider. Your job is to explain, in this decision stage article, how and why your firm is better than the competition at content marketing.
Step 3 : Create a keyword matrix for all the pain points and related keywords.
Once you understand how to funnel the keywords, carry out the same process you did in stage 1 for all the pain points and related keywords.
You should create multiple categories and come up with huge list of words like this.
Step 4 : Prioritizing the keywords
Now you have a matrix that contains around 500 keywords or more. The next question is how to prioritize these words, so that you know which ones to focus on first. The most effective way is to segregate these words is based on the keyword value. Make sure that you will select keywords based on your final objective.
For eg: If you want to use these keywords for an SEM campaign, the ones you should focus on are those with low competition (lower bid price) and highest traffic (search volumes). But if you are going to focus on SEO, then you don’t have to worry about the bid price. The primary factor for choosing the right SEO keywords is the search volume.
If you’re still reading, first of all – well done. Secondly, I realize this is all exceedingly tiresome and a whole lot of hard work. But if you follow all these steps and do it right, then you will likely be able to get more website traffic that will convert at a high rate – because the keywords and content you are creating is directly derived from what your ideal customer profile are searching on the web.
Kamkash does all this hard work for every client. We understand your business and your customers, and turn them into personas and keywords. The keywords become blog content, landing pages and other pages that are a part of an overall digital marketing plan to reach your customers, wherever they may be on the web, on social media and on mobile.
If you want to do this, contact us right now. We’ll get started with helping you reach your ideal customer personas.