The keyword that one searches on (whether on an external search engine or within the search function of your website) is a direct window into the intent of that consumer’s online behavior at that time.
In fact, even the way different consumers search for the same content or page can reveal a lot about their current intent and state of mind. The keyword data trigger is at the heart of why paid search marketing has worked so well and dominated digital marketing budgets for more than a decade.
EVERY online marketing program must include keyword research—period. That is, figure out the most popular and relevant search terms your target audience (prospects) are using. There are many paid and free tools, but you should always start with (or at least include) The Google AdWords Keyword Planner
Case in point, a recent customer example
Just yesterday one of our customers reeled in a brand new lead because someone had searched for a term related to email / exchange email encryption and they found exactly what they were looking for:
The prospect then completed a contact form using our marketing automation system, Rainmaker and voila!
Reference: Search Engine Land: 7 Audience Targeting Data Types Versus Search Data (The Keyword Is Still The Undefeated Champ)
Whether you service SMB or large business, I think we can agree that your solutions should be enterprise-class, although not priced for the enterprise if you’re servicing SMB, of course— but that’s a discussion for another day.
But why enterprise-class solutions? In my experience, it’s because SMB and mid-market companies strive to have the same capability and functionality of large business. Where did VPN start? Where did VDI start? Where did mobility start? These solutions started at the top and dripped down just like a lot of the technologies we consider “standard” today.
Here’s what’s going on. Large business and even mid-market companies are realizing the need to converge (at least a portion of) IT and Marketing. Why? Because marketing today means using technology and data—period. It’s far less about sales copy, graphics and hand-outs, although those things have their place.
It’s about prospect and customer data and the tools and systems to act on that data with the right message at the right time. In addition, it’s about integrating that marketing data with sales operations, i.e. your CRM. The good news is that this trend is driving down the cost of entry for Marketing Operations and Marketing Automation.
The question is, will you embrace and take advantage of this movement before your competitors do?
The line between marketing and IT is increasingly becoming blurred in many organizations, at least in respect to marketing operations and technology.
A Fortune 500 example of such a transformation comes from Mayur Gupta, Global Head of Marketing Technology & Innovation for Kimberly-Clark. As the marketing technology leader for a 22 billion dollar manufacturer of paper products, Gupta sits at the intersection between marketing and technology. Read More →
I’m participating on a great LinkedIn Group discussion and I thought I’d share one of my comments:
Great feedback everyone! I was the Director of Marketing for a regional VAR, UltraLevel Inc., and spent a lot of time researching CRM and Marketing Automation.
After we developed a winning formula, the owner of UltraLevel and I started VAR Channel Marketing to share our solutions with non-competing VARs, similar to the Connectwise story.
We did conclude that CW was the best choice if you’re going to leverage the PSA module, especially if you’re an MSP using N-able, Keysea or one of the other compatible platforms.
We started off using Constant Contact for email, but soon needed far more powerful segmentation to better target live event invitations, registrations and follow ups. Read More →