5 Steps to Building a Search Persona

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An effective, simple concept every search marketer should leverage is the process of
developing a search persona. Similar to a marketing persona, creating a search persona
helps professional B2B marketers to accurately identify their target customer, to understand
how users are actually searching for their business online and to ultimately, drive higher
conversion. This is not a very time-consuming process, and will have a significant impact
on your marketing efforts behind search and must be the foundation for your SEO strategy.
Understanding the keywords your prospects use and the places they go to find information
is the critical first step in implementing a successful inbound marketing strategy.

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5 Steps to Building a Search Persona

  1. 1. ®5 Steps To Building A Search PersonaIt’s easy for online B2B marketers to become distracted by the search engines and forget 1. Know Your Audiencethe real reason they’re doing SEO in the first place: the customer. Customer demand is the driving force behind search and must be the foundation for your SEO strategy. Whetheryou’re an SEO newbie or already running a few SEO campaigns, it’s important to take a 2. Understand Your Audience’s Pain Points step back and determine what techniques really align with your customers’ needs. and How They Solve ThemAn effective, simple concept every search marketer should leverage is the process of 3. Provide Real Solutionsdeveloping a search persona. Similar to a marketing persona, creating a search personahelps professional B2B marketers to accurately identify their target customer, to understandhow users are actually searching for their business online and to ultimately, drive higher 4. Be Compellingconversion. This is not a very time-consuming process, and will have a significant impacton your marketing efforts behind search and must be the foundation for your SEO strategy.Understanding the keywords your prospects use and the places they go to find information 5. Know Your Datais the critical first step in implementing a successful inbound marketing strategy.1. Know Your Target Audience Identify a target audience that is most likely to turn into customers. Ask yourself: Who’s my perfect buyer? For any businessperson (regardless of SEO), this is something you should be able to answer. Target Audience Searcher’s Pain Search Queries Solutions Compelling Metrics Point Call-to-Action Small size company owner in North America looking for a security software for their business 2. Understand Your Audience’s Pain Point(s) & Know How They Search to Solve Them How would your target customer articulate their need for this in terms of keywords? How do they search? Determine the queries that are used by your target audience, are aligned with your business goals, and appear in significant enough volumes. Target Audience Searcher’s Pain Search Queries Solutions Compelling Metrics Point Call-to-Action Small size Needs Business company business security owner in North security software, America looking software security for a security software for software for business their business Optify, Inc. 710 2nd Ave, Suite 840 Seattle, WA 98104 www.optify.net 1-877-2-OPTIFY © 2012 Optify, Inc. All Rights Reserved.
  2. 2. ®3. Provide Real Solutions Create great content that’s well optimized for the search engines, but also meets the needs of your target customer and provides calls-to-action that encourage users to further explore and engage with your product or service. Target Audience Searcher’s Pain Search Queries Solutions Compelling Metrics Point Call-to-Action Small size Needs Business Content company business security includes owner in North security software, overview, America looking software security software description, for a security for business review and software for testimonial, as their well as fraud business validation4. Be Compelling Offer a call to action that compels the searcher to dive deeper into your conversion funnel. For example, this might be a discount code, or an online form. Basically, a feature that allows you to keep in contact with a user and offers them an incentive to stay engaged with your website and product or service. Target Audience Searcher’s Pain Search Queries Solutions Compelling Metrics Point Call-to-Action Small size Needs Business Content Free trial, company business security includes purchase owner in North security software, overview, now, call for America looking software security description, consultation, for a security software for review and compare software for business testimonial, as products their well as fraud business validation5. Know Your Data Make sure you’re regularly tracking performance metrics that help demonstrate the efficacy of these campaigns. Target Audience Searcher’s Pain Search Queries Solutions Compelling Metrics Point Call-to-Action Small size Needs Business Content Free trial, Rank, traffic company business security includes purchase for your target owner in North security software, overview, now, call for keyword phrase America looking software security description, consultation, for a security software for review and compare software for business testimonial, as products their well as fraud business validation Optify, Inc. 710 2nd Ave, Suite 840 Seattle, WA 98104 www.optify.net 1-877-2-OPTIFY © 2012 Optify, Inc. All Rights Reserved.
  3. 3. ®ConclusionOne of the most overlooked aspects of this process is to truly try to understand the target searcher’s agenda. Think of yourself as you search for something. All the pages you bounce off of, because they aren’t relevant, trustworthy, or are too complex for one reason or another. Search persona only works incontext with business goals, and content that was designed for them. Doing only one thing out of the overall list above will not bring the desired results. Now that you’ve built your search persona, examine your website’s content and existing SEO campaigns and make any adjustments necessary to align with the criteria you’ve identified in this process. Don’t forget to apply the lessons you’ve learned from buildingyour search persona, to all of the content you are using for your inbound marketing efforts. Make sure your presentations, videos,white papers, podcasts and other content posted on third party sites are keyword optimized and tagged appropriately. Apply the same discipline to your social marketing efforts and you’ll be well on yourway to building a sustainable inbound marketing engine. INBOUND DEMAND Enterprise-class SEO andAbout Optify social marketing to reach more buyers and generateOptify delivers an integrated top-of-the-funnel solution for more leads.marketers responsible for fuelling their company’s growth. Optify helpsB2B marketers reach more buyers and generate more demand fortheir products or services month-after-month. The Optify InboundMarketing Software Suite brings together the enterprise-class SEO andsocial marketing tools that marketers need to increase awareness oftheir business, influence buyers across social networks, and engage SALES ENABLEMENTwith prospects at the earliest point of their buyer’s journey. Visitor intelligence and prospect alerts help salesOptify’s Solution Includes reach prospects while they’re hot.Inbound Demand: create a sustainable flow of inbound leads into yourmarketing funnel with enterprise-class SEO and social marketing.Sales Enablement: help sales reach prospects and engage with themearly in the sales process with visitor intelligence and prospect alerts. TRACKING & ANALYTICSTracking & Analytics: get more of the prospects you want with fullinsight into what influences your buyers and the path they take to find Insight into whatand evaluate you during their research process. influences your buyers so you can get more buyers into your funnel.Optify offers a fully-featured free trial; start your free trial now www.optify.net/sign-up Optify, Inc. 710 2nd Ave, Suite 840 Seattle, WA 98104 www.optify.net 1-877-2-OPTIFY © 2012 Optify, Inc. All Rights Reserved.

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