Whether you’re building a landing page, creating Adword campaigns, or writing a web copy you need to use the right language and words that will attract and convert your website visitors and prospects into subscribers and customers.
A lot of attention is given to looking for keyword ideas via online tools, analytics and through a competitive analysis. But we tend to overlook more human sources that can also be just as inspirational and rich with keywords and phrases that your clients actually use.
This is a gold mine for content and keyword ideas. When your client provides you with a testimonial they are already familiar with your services and are able to clearly articulate how you helped them solve their business challenges. Pinpoint your ideal keywords and extract how they phrase their pain points and how they describe your solutions or products. Use these ideas to inspire your content development and address it head on in your content marketing efforts.
Like client testimonials, quote requests (via phone or email) are also a gold mine of keywords, except for one distinction. All client testimonials will often consist of similar language because your existing customers are familiar with your services. But with quote requests you’ll notice that new prospects will use a variety of ways to describe a solution their looking for.
Using marketese you might be set on using words that you think make you sound sophisticated and advanced. But in fact, those may not be the words that your customers use to find you. Listening for unique keywords and phrases will help you tailor your content to target and attract brand new customers as everyone will have different ways of describing your solutions.
Sales people talk your leads, prospects and customers all day. Empower and train them to listen for language their contacts use to describe your services, their business challenges and how your company might be able to help them. Ask your salesforce to keep a running log book. Then during your sales meeting do a quick session and throw up any new discoveries onto the white board.
It is tempting to start talking marketese in your product descriptions, sales collateral and even on your blog. It makes you sound smart, sophisticated and advanced. But really, the only person who’ll understand what you’re talking about is you. So, try to avoid it as much as possible. Make an honest effort to incorporate your clients’ actual language in your collateral and content marketing efforts.