Successful Marketing Campaigns do Proper Keyword Research

The success of an online marketing campaign can hinge on proper preparation by your company before the campaign even launches. This is something that should be done internally, not by a web design firm you might hire. One thing that your company needs to do is to determine what the vital keywords are that are the most important keywords for your specific business in your area.

When you are beginning your online marketing campaign, your company should form a marketing committee, who is responsible for making the decisions on behalf of your larger firm. First, the committee should be able to identify who are the targeted customers. Secondly, the committee should put themselves in the mindset of those targeted customers, so they can start figuring out what would be the search words a customer would use during an internet search. One of the things that they will need to decide for a successful campaign is what the most successful keywords for your targeted market. This keyword research can be the most important piece in the online marketing puzzle.

One tip to remember is that zeroing in on what are called “long-tail keywords” can pay off large dividends. For example, if you are trying to sell carrots, you need to figure out how to reach the customers in your area that want to buy the type of carrots that you are selling. Beginning a marketing campaign where you purchase the Google AdWords “carrots” or “orange carrots” is not going to be very effective. It will be very difficult to compete against the global results for carrots all over the Internet.

Determine what are going to be the most effective words for your specific customer. Using the carrot example again, you might want to add in descriptive words like “organic,” “heirloom,” and “Southern California grown.” As you start to develop keywords that get more and more specific according to your customers desires, it is likely that your targeted keywords become longer and longer. Don’t be overly concerned about this, because this probably means that your keywords are getting better and better at reaching the types of customers that are most likely to buy your products in the end. You will also have less competition as you get more and more focused, and will have a better chance at getting better placement in search engines.

Another thing to keep in mind when your marketing committee meets is to come up with the right keywords for your campaign. Remember that you are looking to deliver closeable leads, not just online traffic. If you keep general keywords directing to your site, you may get a lot of visitors, but they might have a high bounce rate after visiting. You don’t want people to just come to your site, poke around, and leave. You want those visitors to actually come, poke around, make a purchase or give you their information before leaving. This is what will make the difference in a truly effective marketing campaign. Think sales, not conversation.