From the course: Building an Integrated Online Marketing Plan

Unlock the full course today

Join today to access over 22,400 courses taught by industry experts or purchase this course individually.

Researching keywords to find audience needs and interests

Researching keywords to find audience needs and interests

From the course: Building an Integrated Online Marketing Plan

Start my 1-month free trial

Researching keywords to find audience needs and interests

- [Instructor] The best way to find out what customers need, is to look at how they search online. What people type into the search box, is an honest assessment of what they need at that time. We call this part of the customer journey, that moment of discovery when they have an idea in their heads, and they make that initial search to start looking for what they need. Now from a vacation or a hiking standpoint, they call this the zero moment of truth, when I start looking for a destination. The consideration phase is when I evaluate multiple options, and look at all the information and make a decision. The second moment of truth is the experience. It's my judgment right now in the moment, of how I am experiencing your company or product. And the ultimate moment of truth, is when I share that with other people. Now, how people search is dependent upon where they are in this customer journey. Early stage, universal, or very general words, are early in the discovery process. When people…

Contents