The concept of how people search for information is a crucial component to any business expecting to do business today, or in the future.
As part of our initial platform launch, Social Media Kit strategic managers take a significant look at how your marketplace operates online.
Our keyword research happens right along our competitive intelligence investigation, as our team looks for keywords that represent likely audiences for your business.
We believe there are five core segments of search audiences
Buzz Search- involves topics in your marketplace that are “cool” and “interesting.” Most Buzz Search happens because of industry news or product announcements, or result due to seasonal and event based campaigns. Buzz Search often results in a volume of traffic, but is generally hard to convert into business results. Buzz Search is usually a best candidate for “social conversion” or convincing an audience member to vote, retweet, or like a specific piece of content.
Prospect Search - occurs when an audience has a need that is unfulfilled. Prospect searches are generally broad keywords that have higher volumes of traffic, but are still in the process of educating themselves to make a specific purchase decision.
Purchase Search - these search candidates are actively looking for a specific solution, often comparing pricing and value elements until they reach “critical mass” and decide to purchase from a vendor. It is at this time that price and brand become equal partners, as customer service, reputation, reliability, and consistency of value statements will cause someone to choose option A over slighly less expensive option B.
Client Search - represents the most ignored types of search. These search users are your existing clients and customers. At this point in time, product and brand names become incredibly important when considering phrases like customer support, instruction manuals, or executive bios. In terms of marketing and business value, existing business clients can represent 5x to 25x the value of a new customer when lifetime value is considered.
Enterprise Search- whatever your business does, there is someone looking to do it a 100x. These are “enterprise searches” that are looking for economy of scale, trade partners, and organizational distributors.
