Here is what swallowing your market whole means to me:
You are the site, or more likely a collection of sites, which so dominates the market place that anybody who is looking for anything about “your product” will not just end up on one of your sites, but will actually spend a good chunk of their “buying cycle” there.
What is a Buying Cycle?
A potential customer goes through several phases during a buying cycle:
- initial inquiry
- product discovery
- search for social proof
- brand determination
- product determination
- purchase
The speed and degree of thoroughness a person will spend on each of the above steps depends largely on the price of the product but also on the individual. This list is not linear, for example the search for social proof is may be revisited at different intervals.
Dominate the Market.
If you are gong to control and dominate the market, you have to be able to offer the potential client the majority, if not all, of the responses to the questions he asks in the above buying cycle. The keywords used during the buying cycle break down into two distinct varieties.
- Educational
- Direct Marketing
Let’s look at both of these, how they affect your marketing as well as how they are technically implemented, not just in your website, but in your entire online campaign.
Educational Keywords
These are they keywords used during the information gathering process. They target the questions a buyer asks and their answers.
White papers, news letters, general info on websites, forums, blogs, Twitter, YouTube and more are all common places where information is gathered. These are examples of “elements” of your online strategy.
When planning out how to swallow your market whole, you’ll need to decide which elements of your strategy are targeted for answering buyers questions. You’ll need to make sure that you are getting in front of your buyer while they are asking these questions, so you can answer them instead of your competitor.
That means you’ll need to promote your white papers, news letters, etc. using these same keywords.
Direct Response Keywords
Direct response keywords are those used when the shopper is ready to buy. Ideally targeted in Pay Per Click campaigns, they are also be used in sales copy, tele-seminars, webinars and multi-media advertising – as well as major sections of your website.
Again, when planning out your strategy, you’ll need to identify which elements target direct response and use appropriate keywords.
Technical Implementation
The technical implementation is what brings all this together.
Typically when I build a site, I start with the direct marketing side because I want to make money now and if someone is looking for me to buy something from me, I want them to be able to find me – and then, over time, I go back and pick up the information side of the house, which is often extensive and time consuming to build all the way out.
Often, too, these two phases are on different websites, or even different rings of sites. The information sites are designed to build trust and offer seemingly unbiased opinions on different products. They can offer newsletters and white papers to build mailing lists and continue to feed information to the potential client even after they have left the site.
Of course everything inevitably points to the sales sites where there are ‘calls to action’ and sales are closed.
The Pyramid of Promotion Chart indicates the many levels of advertising, each level taking a different amount of time to be effective. At the top is the quickest, and it gets progressively longer for efforts to turn into effects as you go down.
You’ll also notice a shift from predominately direct marketing at the top to predominately educational and brand building toward the bottom.
When you braid the same keyword backbone throughout all the levels of the pyramid of promotion, answering all your potential client’s questions throughout their buying cycle, you literally build the DNA of your business success.
Krakken was designed with this process in mind. It will assist you in building your optimum Keyword DNA, helping you to identify the market segments contained within your business USP (unique selling proposition) and laying these segments out in a way that it becomes obvious how they can be implemented to create an online empire that will swallow YOUR market whole.
Sign up for Krakken now and let it show you how to dominate the online conversations in your market.
–Sue & the Theme Zoom Team
If you find this post informative, you might want to consider attending our next Theme Zoom Certification.
Theme Zoom Krakken is an integrated application suite that radically combines Market Analysis, Competitive Analysis, Keyword DNA Creation, Automated Silo Structured Blueprint and Website Development.
For more information about Krakken or to sign up with The Last Keyword Tool Free Trial visit Theme Zoom.
