Your customer has a problem. He’s tired of dealing with it. It’s annoying. And frustrating. A consistent time-suck. And energy suck. Frankly, as long as he has this problem, it just sucks.
All he needs is your product or service and “Whalla!” Problem solved! No more pain. He’s happy. And so are you.
But how does he find you at the point when he needs he problem solved?
Help Your Customer Find You
Here’s the age-old marketing conundrum: How do you connect your customer and their problem to your solution? How do you close the gap?
Think like your customer.
Your customer has one thing on his mind: his PROBLEM. So when he sits down with his iPad or iPhone, he wants a solution. He’s not thinking about features and benefits. He’s not thinking about your sexy website or your legendary customer service. He wants a solution.
So he starts with the obvious search. “How do I fix my problem?”
Find The Keywords
Time to jump on Google’s Keyword Tool. Think like your customer and try different search combinations. Play with different scenarios. What kinds of complications can happen from his problem? Could his problem come from an unrelated issue? Explore the different keywords and find out.
For example, look at Orabrush. Their initial video has the keywords ‘orabrush’, ‘cure bad breath’, and ‘bad breath’. Looking on Google’s Keyword Tool, (searched on 1/19/2012) ‘bad breath’ reveals 301,000 global monthly searches.
You see how this helps us identify the kinds of keywords used. It also helps you discover the specific ways your customer searches for a solution. What may seem obvious to you may not be obvious to your customer. And vice versa.
For example, with Orabrush, ‘cure bad breath’ shows up under a number of different variations, all with good searches, but, surprisingly, no searches for that specific phrase. Still, the keyword is useful because of the breadth of its reach. Searching keywords can help you take advantage of shorter phrases and still be effective.
Your keyword list is foundational. Your SEO efforts, your social media strategies and your content marketing optimizations ALL rely on keywords. If your customer can’t find you, you can’t solve his problem. So spend some time playing with different searches and variations and build your list.
Present Content To Solve His Specific Problems
With your keyword list, you can now tailor and focus your content to solving your customer’s problem. This is where you can showcase your knowledge and expertise, not for the sake of stroking your ego. Rather, create content - articles, how-to videos, white papers - that specifically deal with your customer’s problem and how to solve his problem.
What’s nice here is that you don’t have to solve the problem with one article. Breaking the specific issues out into a series of articles or videos builds your body of content. AND, because you’re dealing specifically with your customer’s problems, you’re building in keywords into the content. Which is good for your SEO.
This, of course, helps your content move up the results ladder, making it easier for your customer to solve his problem. With your product or service.
So, do you have your list of keywords?
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