In this age of constant connection, it’s become commonplace to whip out a smartphone and Google a potential purchase. A study from adweek.com last year showed that 81 percent of surveyed consumers do online research before making a purchase. Furthermore, 60 percent began their research with a search engine.
This opportunity gives marketers a valuable opportunity to catch would-be buyers at the Zero Moment of Truth (ZMOT), a term coined by Google to describe the critical moment when an online shopper decides to buy or walk away. But what is the best way to grab the attention of Googling consumers who are on the verge of purchasing? Highly targeted buyer’s guides, of course.
What are buyer’s guides and how do they generate leads?
Buyer’s guides are in-depth articles that give the reader enough information to make the best purchasing decision for them. Buyer’s guides usually mention multiple products along with helpful comparisons. They’re also great for ranking in SERPS, since they fulfill many of the requirements for good on-page SEO: they’re dense in keywords, have a high character count, and also provide plenty of opportunities to include links to relevant product pages. More importantly, in a world where Google frowns upon thin content, buyer’s guides are chock full of informative, useful nuggets for shoppers to devour.
Understand your prospective customers and their buying patterns
Let’s say you’re in charge of SEO for Marathon Sneaker Company. Marathon currently has four types of track shoes that they would like to include in a buyer’s guide. To avoid veering off topic, create a marketing persona, which is basically an idea of who your ideal customer is. Give your marketing persona a name and flesh out things like what do they do for a living, hobbies and income. Think of a problem he or she might have that your product or service can solve. Answering these questions will help you identify who you’re creating your buyer’s guide for, and why.
For this example, we’ll use Tracy Trackstar: A 25-year-old professional athlete who needs a reliable and attractive pair of track shoes. Keep Tracy in mind while you write your buyer’s guide, as well as any concerns she might have. You can create as many marketing personas as necessary if you’re marketing to multiple demographics.
Know where to position your brand to reach more potential customers
Relevant, focused information is the first ingredient in a highly targeted buyer’s guide. The second is keywords. After all, keywords are how Tracy finds your helpful guide when she searches for “best track shoes” on her smartphone. Google Analytics and Google Adwords are a great place to look for keywords: Analytics to see which ones are currently bringing traffic to your website, and Adwords to see which ones you could be using. The Google suite of tools is feature-rich and has a bit of a learning curve, but they’re far more effective than simply guessing at which keywords to use in your guides. Remember to disperse keywords throughout the article naturally to avoid keyword stuffing.
Ultimately, when you want to find consumers who are ready to buy, buyer’s guides are the way to go. If you have questions about using buyers guide listings to generate more leads, our team can help. Connect today to learn more.