Reading Mike Grehan's recent article "Understanding Your Customers Language" is a good reminder - albeit a somewhat subtle one - of the importance of occasionally putting away all the online demographics and keyword research tools we rely on to build effective B2B search marketing campaigns to spend some time focusing on the real person behind the search keyword and what they intend to accomplish.
So much of the focus in search marketing education is on tools to slice-and-dice the traces of activity people leave as they go about finding answers online. Many B2B marketers I speak with want to know the best tools for finding the highest volume search keywords, generating new keywords, identifying competitor keywords, etc. The intent behind their question is often to build out that perfect list of keywords that will lead to certain search marketing success.
Unfortunately, the answer isn't in the tool. Its in the person typing in the keywords that the tools help you identify and organize.
Try this - commit just 30 minutes a week to learning something about your target audience that doesn't involve aggregated metrics or research summaries:
- Ask a few members of your Sales team how a new prospect typically describes your product or service (those are keywords).
- Read a "how-to" article in an industry publication or on Business.com - such as this one about improving collections - and take note of the terms used to describe the solution (those are keywords)
- Ask a friend or acquaintance how they would complete this sentence for your products/services "It helps you do....". If this person isn't already an expert in your business, they're telling you the words they might use to search online for a similar solution (those are keywords
To be the best at B2B search marketing, its important to not only use the tools you have, but always take time to understand the real person behind the search keyword.