Three ways to
Generate new business
It’s incredibly valuable to have the phone start ringing with new business opportunities. Sources of new clients and customers are cherished, and social channels, search engines and email can deliver interested visitors day after day. But which is best for you?
Digital marketing strategies include social, email and website marketing.
Decrypting keywords
To understand demand
With a 20-year background in making pay-per-click search marketing work, the source of value became clear. Success is in the nature of the clicks.
It is the nature of the clicks that determines success.
Understand what people are looking for, and pay only for clicks likely to convert.
Patterns in converting keywords let us gauge the level and nature of commercial intent. Visitors words display a predictable set of patterns.
- Inbound or outbound
- Buyer intent
- Target audiences
- Positioning
An ontology for demand
Marketing and sales language model
A globally applicable marketing and sales language model emerged. The scientific name would be ‘an ontology for demand’. You can see how it works in plain sight, by labelling the underlying meaning of every word people use.
Now that marketing is more watered down than it used to be, we can use it to combine efforts across channels, with a better understanding of what visitors are looking to do.
Filter out the wasted clicks
We are in the business of filtering out wasted clicks, serving the valuable ones better and spotting new opportunities.
Questions we try to answer
Search Audiences integrates social, email and website marketing plans.
How to use Search Audiences to plan content
Topic-based audience analysis reveals what people are most interested in. Grouped, they tell us more about that topic than individual keywords ever could. It helps to respond to interest rather than to guess.
How does all the content fit together?
This is a tough one to answer without saying ‘it depends’. Of course it does, but if we can decide what it depends on, it will serve us well.
Choices of business model, product and digital channels
Every business has multiple audiences, often whether they know it or not. It’s a dynamic between what we offer, to whom, where they are, and how we reach them. A decision in one can affect the other. How can we be intentional?
Which platforms shall we use?
How to choose