You can appropriate a seldom used term and work with marketing to impose it on the market. If you succeed, you will have an advantage.
We all want to appear in the first positions of Google results. If someone is looking for your product, you want them to see you. Intuitively, this is a “free” source of clients to aim for.
In this field, perhaps frustrations are not alien to you. You are not a unique case. In this article I give you some keys to differentiate yourself from your competition and be more competitive working with Google.
Working on positioning is essential, although it does not always give the desired sales results
Not always the person searching for terms related to your product is your potential customer. For example, in technical areas, it may be a student looking for information or it may not be the type of client you are looking for.
Depending on your target and your product, it is possible that the most appropriate marketing and sales actions are others. It may happen that the companies that come to you from Google are not the right size and therefore your product is not competitive or the client is not profitable.
In any case, it is essential to work on positioning in Google and with Google Ads, not only because of the customers it can bring you, but also, very importantly, because of the insights it offers you about the market, customers and your competition. . .
Analyze the statistics of your campaigns, you can find gold
Searching for the best words to buy on Google can be a very productive task in many ways. The more you try, the better. Personally, I think that the more control you have over what you do and the less you let Google do what it wants, the more useful conclusions you can draw. That’s why I’m a fan of using phrase match (with the search criteria in quotes: “keyword”) in search campaigns in Google Ads.
In general, the terms that you use in any area of your company have great relevance from a marketing point of view. Language is a basic tool to differentiate yourself from your competition. Analyzing the terms and language of your competition is key, especially when developing the brand strategy, but it also has other, more operational aspects.
Do you sell a solution, software, platform, tool, program, application, app…? It’s not trivial what you call it.
Appropriate what belongs to no one
It is possible that your competition, the market, uses specific concepts, but that there is a significant number of searches on Google with little used terms. You can select some and make them your own; You will get visits to your website at a lower cost, since you do not get fully involved in the battle for them with your competition. Going to the extreme, you can appropriate a seldom used term and work with marketing to impose it on the market. If you are successful, you will have an advantage.
Market analysis in areas other than yours, such as in other countries for example, can give you interesting ideas to apply to your case.
In another area of things, but related and that serves as an example, symbols used in the market that do not belong to anyone (that is not identified with a specific brand) can be identified and appropriated. The most classic case of this action would be the Osborne bull. Another very interesting example is the appropriation of the rainbow by the LGTBI+ collective.
Use data to identify ideas
One of the aspects in which companies fail the most is in identifying the insights that move their potential clients and even, too often, make proposals that are totally out of date in relation to their interests. Working in this area is critical and must permeate the entire company, from strategic marketing, brand strategy, product development, communication, resource development and marketing campaigns, to business case development and sales management. The identification of insights must also be a constant activity.
Please talk to your customers more often. It also ensures that the development, marketing, sales and support team constantly exchange information and opinions. And do not forget that all this creates documented knowledge in your company.
Are you sure you are following the agile principles correctly? Please review principle number 4 of the “Agile Manifesto”.
Don’t beat your head against the wall
Can you tell me that ranking on Google is nothing short of impossible in your market. In many cases it is so. However, you have alternative strategies. One of the most effective is to identify media that rank for your keywords and post content to them. The result can be similar or even better, and sometimes at a lower cost.
In all this analysis and actions, in addition to the tools provided by Google, it is essential to use a specific tool.