Why Should You Use Keywords Planning for Digital Marketing?
By ALEX LI
As COVID-19 continues and brick-and-mortar stores transform into online stores, entrepreneurs are ambitious but may sometimes find themselves overwhelmed as to where to begin. Enterprises often encounter low traffic, an inability to reach customers organically, and yield low returns on investment from paid-promotions due to intense competition. These are the results of companies not fully grasping the unique advantages of their products, or the digital platforms they’re using.
Digital marketing is all about efficiency and simplicity. How and where you spend your budget is crucial to optimize your return on investment. So, before you invest in digital marketing, there are a few questions to be asked: What is the direction of investment in digital marketing? How can you improve the performance of your website and social media channels?
First, we will introduce a basic and effective digital marketing strategy: Keywords Planning.
There is only One Principle for Keywords Planning
Keywords Planning means distilling the content of a product/service into a simple keyword that allows potential customers to accurately link the brand to the product/service and to focus businesses’ promotional budgets around that keyword to drive growth.
Therefore, companies should not and cannot target all commodities; rather, they must identify their top priority targets.
Businesses should keep the single principle of Keyword Planning in mind: Aim to discover where the richest vein of gold lies, and then focus your efforts on extracting it.
In Digital Marketing, we call it SEO
The practical application of Keywords Planning to digital marketing is Search Engine Optimization (SEO). SEO connects customers to relevant enterprises via their search queries (that is, the keyword). By increasing your corporate relevance to your targeted keywords, you’ll increase brand exposure by increasing the number of times you show up on search results and thereby drive web traffic.
SEO isn’t a strategy that gets immediate results by throwing money at a problem, it’s a strategy that requires time and manpower to create content that’s relevant to your brand. Generating a list number of considered keywords makes it easier for potential customers to find your brand when they search for it.
What is the First Step?
Let’s assume that you have already mapped out your top investment priorities for your business. First, you need to know which search engine is better for brand marketing. Based on the StatCounter May 2020 report, Google’s search engine market share reached 92.06% in global market, representing the number of users using search engines. According to this data, Google is naturally the best tool for marketing.
However, due to some policy factors, if you want to enter the Mainland market, you should consider other search engines such as Baidu, Sogou and Haosou. StatCounter also reported the number in China: Baidu has a market share of 71.57%, while Sogou has 16.76%. Haosou accounted for 3.82%, and the three search engines together accounted for 92.15%. Because of the policy restriction, Google has only 2.91% market share in China, which is not recommended to use for China marketing.
Although all three engines are reaching the Mainland market, minor differences will still affect what keywords you should use. When looking for the right keywords, seven factors must be taken into consideration to effectively improve results.
DSIGN Branding will be using Google as a demonstration, but there are other tools available for different platforms that will be introduced in the future.
How do you find The keywords?
Google Analytics provides excellent and detailed reports that enable businesses to analyze keywords. If you have Google Analytics installed on your website, it means that every piece of traffic can be turned into research data. This data will help companies study consumer behaviors, hot pages, hot keywords, etc. and provide direction for future digital marketing strategies.
Google Analytics: https://analytics.google.com/analytics/web/
Google Adwords is not only an advertising tool, but also provides keyword competitive analysis functions. It provides search popularity and search volume, and breaks down the words or sentences you enter into analyzable keywords so that you can better understand the advantage of each word or phrase.
Google Adwords: https://ads.google.com/
How to Prioritize Keywords?
Priorities are very important. You will discover many relevant keywords, but you need to know which keyword has the highest value. Keyword’s value depends on a number of factors, including cost per click, competition, keyword search volume and the recent past search hotness.
In addition to Google Adwords, Keyword Tool also offers related information. Both tools can be used for a global audience, while Keyword Tool has the ability to search across multiple platforms, including Bing, Amazon, Instagram, YouTube and Twitter.
Keyword Tool: https://keywordtool.io/
Finally, once you have the most important keyword for your business, you will be able to place a large amount of content on different platforms in a smart way, so that potential customers can reach your website when they are searching for keywords.
In addition to Content Marketing, which is commonly done, you can also do niche marketing. Compared to the former, which produces a large number of articles AROUND the same keyword, niche marketing emphasizes the importance of more precise and in-depth articles on a SPECIFIC topic.
For example, if your business is in the freight industry, Content Marketing will emphasize the production of articles on different industries related to freights in an effort to reach more potential customers from different industries; niche marketing, on the other hand, will focus on in-depth information about the freight industry, making your business an expert and building a leading position.
When writing content, companies must be aware of changes in keyword value. The value will change constantly, and during the execution of the strategy, higher-value keywords may appear, so adjustments must be made in a timely manner.
Just like all other marketing strategies, there is no one-size-fits-all solution. Businesses need to think about the benefits of Keyword Planning for their business and decide how much to invest in it.
If you don’t know how to improve your company’s sales performance on search engines, contact DSIGN Branding for a free 30-minute business consultation to answer your digital marketing questions.
Edited by DSIGN Team
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