Finding Insights from How Consumers Search Online.

When you're trying to decide how to frame your brand and set up your website so you get the best possible

response to your product or service, starting with how consumers search for information can give you tremendous insight.

Product scenario: 

Let's say you are seriously thinking about opening up a store for unmanned aerial vehicle aficionados in Great Falls, Montana.

So, what can current searches tell you about your target market?

Google Trends:

  • Email is an effective method for reaching your current customer data base on their mobile devices.
  • Next is a map, where the U.S. comes in quite high, at about 87 percent of the highest interest. Select the country to drill down into the data.
  • When the U.S. map appears, you find that the state you're living in, Montana, comes in highest on actual searches. That's promising, so you click on the state. This gives you the population centers where people in Montana have searched, and Great Falls is the top of the list. This makes a lot of sense, since Malmstrom Air Force Base is one of the biggest employers in town.

Using what you learn: 

How can you use that information to help your business and build your marketing strategy? Take the insights you learn from using Google Trends and tools like it to orient your online content in order to bring people to your product.

Insights like this can help you change your approach to online marketing and help you better connect with your target audience, and it doesn't require a huge budget or team of researchers.

Build a hypothesis test: 

Now it's time to take the information you know, form a hypothesis, test and validate it, then tweak marketing as needed. For instance, you can use Google Trends to drill down into how interest levels change over time--you know interest level peaked in the December timeframe, so you can concentrate most of your advertising spend near the end of year to pick up those Christmas shoppers.

Explore all the searches related to your product or service to figure out what your potential customers are searching for online. Do you want to expand out into other remote-controlled vehicles? A search for remote control vehicles says there isn't enough data. However, when you put in radio control, you find that Montana is near the top of the radio-controlled aircraft searches, and Wyoming, just south of Montana, has more searches for radio-controlled cars than any other state. Expanding your product line might be to your benefit.

Test and validate: 

Now it’s time to test and validate your hypotheses. Google Trends, Nielsen’s MyBestSegments and other tools can help you do this. Nielsen's helps you verify that the market population you've chosen is definitely in the area you've chosen. Plug all of your hypotheses into these tools and see if your chosen questions, keywords and trends actually relate to your brand. If they don't, it’s better to find out now before you blow your advertising budget.

The hypotheses that end up being correct or on the right track can help you use the search insights you've gained to make your marketing more effective, bumping up your search engine optimization efforts, and concentrating advertising spend on the right populations.

Take action: 

With all these new insights you can start defining which search questions, trends, events, and moments your digital marketing efforts should target.

Content, or information made available by a website or other electronic medium, is essential to your marketing strategy. At its most basic level, it is the message your company sends to your audience. There are many different formats and channels in which to provide content. 

Content Mapping applies the concept of creating buyer personas to the three lifecycle stages of a buyer's journey. This process allows us to ensure that our content is targeted to the right people at the right time. 

We have provided a FREE eGuide about Content Mapping that breaks down the process and allows you to start formulating your own content.