How do internet marketers position their client’s products/brand/services? A loaded question, I know, but after taking a minute to visualize the process it’s pretty clear. Find a way to capture your target’s attention, usually with a spiffy image or infographic, and follow up with a Call to Action. Most agencies you interact with use this approach as it is a generally accepted marketing model, but is it the best way to do it? By shifting the focus to finding a users “intent” instead of relying on pretty pictures, can we post bigger returns?
As we have evolved, grown, and became even more knowledgeable in our field, we discovered that if we can uncover a user’s intent and combine it with our client’s intent we are able to produce even more qualified leads and boost your internet marketing conversion. Attention is temporary and fleeting and while it can be argued that attention is really all an online marketer can hope for considering our incredible shrinking attention spans, it is superficial at best. When we write ad copy for a Google Adwords campaign or create SEO campaigns we are more focused on uncovering the user’s intent or why they are looking for our client’s products and services. If we understand why the user’s search for what they search for we can create a much more personal experience.
One of our clients runs a travel agency in Tucson and had been experiencing a staggeringly low conversion from their internet marketing efforts. We took our time analyzing every stitch of ad copy and came to one very surprising conclusion. We couldn’t see a common thread connecting the user’s intent to the business’ intent. It felt like a robot wrote the ad copy and never bothered to look at the pages where the users were being ushered, making it feel disjointed and a little confusing. We took our time and really dug into what the client was ultimately trying to achieve and ended up completely redesigning these marketing efforts. Starting from fresh keyword research and writing SEO friendly copy that took users to a modern, meticulously laid out landing page, we boosted conversion 11% (4% to 15%) in the first week. How? What did we do that was so different from every other agency that our client had interfaced with? Actually, there’s no real way to know everything that these agencies had attempted to do for them, but I will say that it felt like a standard template was snapped into place and everyone was just hoping for the best. This is where we differ. We want to know “why” more than anything else. If we can find the interest of the user, the underlying driving force behind what made the user search for what they were searching for, we can mine out more supporting details that allow us to create a much more engaging campaign.
Attention is temporary and as such, if you are merely trying to capture someone’s attention are you really getting the most qualified traffic to your website? Probably not. Check your bounce rates, check your time on page, make sure you are A-B testing and ask yourself if there is a commonality between your ads/blogs and your landing pages or website. If it feels off, it probably is and your analytics are probably supporting that notion. Interest is a much deeper emotion. Most of the time someone’s interest is so deeply rooted that it’s core to their personality. Why do you want to go on safari so bad? Perhaps the interest and passion for animals goes back to your childhood or maybe it’s more specific like your love for cats is urging you to see a lion in the wild. Either way, discover what truly interests your users and you can create a much more personal experience through your internet marketing efforts. Write a blog about big cats, write ad copy that uses certain “feline” keywords and phrases.
If your internet marketing efforts are struggling with conversion or if you feel your website is not converting like it should, give us a call. Kodeak always has time to chat with business owners who are concerned with their online infrastructure and are adamant about getting it right. Our consultations are always free and all of our analysis and recommendations are yours to do whatever you like with them. Use them to shop, use them to further your research, the only incorrect way to utilize the info is to ignore it completely. Good luck and we hope to hear from you soon!