Every Good Web Strategy Starts with Market Research
If you’re getting ready to start some web marketing for your business’ website, or have realised that your existing web strategy could use an overhaul, the first thing you should do is market research. Before the first blog article is written or tweet sent, you need to get a better understanding of who your potential customers are and how it is that you’re going to attract their attention.
Just take any of the big brands we know. They all employ successful internet marketing campaigns, all of which started with some amount of market research. While you might not have the digital marketing budget that big businesses do, you can ensure the money you do spend is spent well, from the start.
Competitor Gap Analysis
Who are your competitors and where do they rank? When you do a search for the products and services you sell, who comes out on top? Determine who your top ranking competitors are and the take a look at what it is that they do to attract customers. Details about the search terms they target, whether or not they have a PPC campaign, the amount of traffic they receive and many other details can be determined with a competitor gap analysis.
Using special tools, we regularly give our clients an inside look at their competitor’s web strategy. From there, we identify the gaps in their campaigns and design clients’ online strategies in a way that best takes advantage of their competition’s shortcomings, capitalising on what’s missing. To learn more about how we do competitor gap analyses or to have such a highly valuable analysis performed for your site, get in touch with us.
Deep Keyword Research
One of the things we determine when doing a competitor gap analysis is the list of keyword terms your site should be ranking for. It’s not enough to just rank, however, you need to rank at least in the top 10, preferably the top 3, for keyword terms with high buyer’s intent. This means not just optimising the text on your site and the content you create for a bunch of search terms with good search volume, but employing the keyword terms people looking to buy the goods and services you provide, are using right now.
When your site optimises and ranks for these high-quality, high buyer’s intent terms, you will not only see a greater volume of traffic on your website, but you will also start seeing the leads and conversions you need.
Make your Content More Relevant
One of the biggest reasons you should do some amount of market research before developing and implementing a web strategy is to get a better idea of who your customers are. When you determine who it is that’s looking for your business’ offering, you will be in a better position to tailor your content accordingly. Just think, if you know why it is that your prospective customers are looking for the things you sell, you can create content that speaks directly to their needs. This will make site visitors more engaged with your content, and the more engaged they are, the more likely they are to want to share your content via social media. Lots of inbound links and social signals that are sent out on your site’s behalf will only do good things for your search engine rankings and the popularisation of your brand.
Get your web strategy off to the best possible start by beginning with market research. Contact The SEO Company to learn more about the services we offer that will put you more in touch with your future customers and how it is that you need to attract their attention, online.