How Keywords Impact Digital Marketing Strategies

In today’s digital marketing world, most marketers crave to have a robust online presence for their businesses. Working out of their business websites in digital space, marketers want to be noticed by people who are actively searching for goods and services online. Digital marketers are aware that a very large percentage of searchers habitually turn to Google for every search query and question. As a very active search engine, Google works with keywords to decide exactly what to serve to people in direct response to their search queries.  When people enter a “keyword or phrase” on the search engine box and hit the search button, Google displays millions of webpages offering similar products/services relating to the keywords or phrases. These keywords and phrases tend to work like connectors, connecting brands to their curious audiences online. What digital marketers really want is organic traffic. It is the clever placement of these keywords and phrases on their content that helps marketers to get this much-needed traffic.

Here are some digital marketing benefits your business stands to gain from the use of keywords.

Conversions and Profits Boosting

A major goal of every marketing campaign is to attract traffic, boost conversions, get leads, drive sales, and increase profits. Keywords play a fundamental role in these efforts particularly in audience targeting and getting leads. When people click on your webpage because of the keywords they searched with, it simply means such people have a genuine interest in what you are offering. Converting them to leads and paying customers commences from there.

Help to Unveil Search Intent

Every search query on Google has an intention. Marketers classify search intent into three categories. These are navigational, transformational, and transactional search intent. Marketers depend on keywords to help them understand user search intent. That is what marketers use to design smart and effective marketing campaigns. Once you understand search intent and how it works, you will find it easier to deploy and display more relevant information to correctly target your audiences. For instance, a searcher with transactional intent will use a brand name or location in the keyword to target a “product categories” page. Such keywords help search engines to direct the searchers towards the product. That helps to save time for searchers by eliminating the hassle of surfing the entire website aimlessly in search of what to buy.

Help to Create Effective Content Strategy

If you use relevant keywords for your brand, you can create an impeccable content strategy around those terms. If for instance you are dealing in cars, you can write blogs and articles about auto industry, cars designs and markets, what is new and trending therein. By doing so, you can in addition to attracting potential customers, place the keywords naturally in context, thereby eliminating the promotional element. That will make your content hugely effective. An effective content strategy can help you gain more digital traction while diverting attention towards your brand. If you already have good blogs and articles out there on your website, you can align them with the right keywords to upgrade them. That helps to get more traffic, leads and sales. 

Identifying Your Target Audience

Keywords are about your target audiences as much they are about products and brands. They manage to create a reliable link between what people search for and the product/services you offer to satisfy their search intent. Therefore, to get the right visitors coming over to your site, you must understand the needs and search intent of your target audiences. If you do, you can design the type of content they are looking for and create your ideal customer’s persona. If you use that as a benchmark, you can increase the likelihood of attracting the right audiences several folds. You can design and launch products that align with your ideal customer’s needs. With a good understanding of your audience’s preferences, you can create personalized and effective marketing campaigns to meet their needs. That helps with better traffic, leads and sales.

Streamlining Your Marketing Efforts

Many digital marketers always grapple with how to get their word out in the digital world and be noticed. Sometimes, it really poses very huge challenges. The right use of keywords helps marketers to navigate around these challenges. Keywords help marketers to communicate very clear messages about what they do and what they offer. That helps to create brand awareness faster and better. Keywords help to streamline your SEO campaigns for better organic traffic. If your keywords match with searcher’s words and phrases, Google will automatically rank your webpage higher in its SERPs. Your business website ranks better in search results consequently. It may ultimately wind up with the top results. That is good for organic traffic, leads and sales.

How to Boost Your Website Landing Page Conversions

A landing page is the first point of call on your website by online searchers. This is why landing pages have become hugely important in digital marketing. Smart marketers rely on the landing pages of their websites to capture leads and prospects while filtering out the irrelevant traffic made up of mostly window-shoppers and fun-seekers. A well-set-up landing page helps marketers to nurture captured leads and converts them to paying customers 24/7. To measure the effectiveness of their marketing campaigns, marketers readily turn to the conversion rates of their landing pages. The higher the conversion rates, the better for the marketing business. This is why digital marketers always like to get very high conversion rates on their landing pages.

 

Here is what expert digital marketing professionals recommend to help boost your landing page conversions.

Ensure Proper Tracking and Tagging

A good strategy to improve your landing page campaign conversion rate is to review and rejig your tracking tools/methods from time to time. The effectiveness of any tracking software you are using depends on the tracking goals you set for it. This is why you must always ensure the tools track and tag effectively in line with your campaign goals. Be sure they are deployed correctly in the right places and they track the right information. Once set up properly and the tools are working well, you will notice a significant increase in your conversion rate.

Continuously Test Your Value Proposition

From time to time, you can deliberately change the value proposition you’re offering then tally the results to see if they resonate with your audience and their needs. Your marketing campaigns yield better results if they match the needs of your targeted audience. By changing the value proposition, you can see what interests your audience more. It is what interests your audience more you can intensify your marketing around, to earn more conversions for your business.

Always Benchmark the Conversion Rate for Your Niche

As a marketer, always remember you are not in business in isolation. Hundreds or even thousands of others are doing about the same things you are doing online. Find out what the average conversion rate is in your business niche. Use that as a guide to set a target for your own campaigns and benchmark your conversion rate against it. Your target then is to be sure you are not doing lower than what generally obtains in your industry. Doing below the industry average is not good enough. You are succeeding only if you are doing above the benchmark you have set for your business.

Optimize Your Lead Capture Page and CTA

Optimizing your lead capture page and Call-To-Action, CTA, greatly helps conversion rates. The reason is that the landing page is where all visitors get to first, submit their information/inquiries and receive the exchange offer. What works is short, sharp and direct information to invite action instead of lengthy marketing stories which habitually hurrying surfers have not enough time for. Depending on the designs, some CTAs are more effective and better at luring people to act than others. The more energetic and compelling they are, the better the results they generate in terms of conversions.

Regularly Test Different Headlines

Experienced marketers never fail to do this. You never know what works unless tested. The more you test, the more opportunities you have to know what really works. If your tracking results show your landing page is receiving below average conversions, you are best advised to tweak your headlines. A good headline should reflect why someone or anyone should click and read what is in your landing page. Shorter, concise and simpler headlines tend to do better in this regard. In addition, you can make very attractive and exclusive offers by way of very short video presentations to help arrest the attention of visitors to your landing page.

Focus Only on One Campaign Goal at a Time

Experts advise marketers never to dissipate their energies and resources pursuing too many campaign goals at a time. Pursuing too many goals at a time inevitably causes some distraction to visitors. Having too many goals on your landing page remains a marketing mistake that you must avoid at all costs. It is best not to have more than one goal at a time on your landing page to avoid costly distractions. If you have too many goals on your landing page, you risk confusing your web visitors, overwhelm them with too many options and end up not getting the desirable action from them.

Drop All Non-performing Traffic Sources

This is a very natural marketing consequence. Drop what isn’t working right and move on with what works. Once you kick off your marketing campaigns and you track effectively, you’ll easily notice the traffic sources that are simply not performing as expected. You’ll notice how visitors are hitting your landing page and bouncing off within seconds. That is a clear sign that something needs fixing on your landing page. You may resolve this problem by simply tweaking the landing page to see if there are any increases in its conversion rate. If you choose to eliminate the non-performing traffic sources altogether, you may increase your relative conversions automatically. From time to time, it is advisable to check for such bad traffic sources, take them down to make room for better conversions.