A new white paper by Software-as-a-Service marketing technology provider, Hydra, highlights how digital marketing specialists can enhance their keyword lists to elicit the desired response from their prospects. In a recent survey of 200 digital marketers undertaken by the firm, 55 per cent said they do not know what words or expressions being used in the market are worth spending time and money on.
Titled “Optimising the Buying Cycle – tying keywords to desired actions” the white paper discusses how search marketing specialists can enhance the effectiveness of their campaigns by extending their lists of keywords and phrases using a combination of their current targets, user-generated suggestions and upcoming trends.
“Understanding the buying cycle and its various stages and channels is important for online marketing success, equally so is tying the keywords used within each to a desired action or outcome. To achieve success, research, prioritisation and management of an extensive keyword set is necessary, as is understanding how they fit into the various stages of the cycle,” says Ruth Zohrer, Hydra’s senior solutions consultant.
Hydra’s paper gives tips and suggestions as to how specialists across the disciplines of natural search, paid search and social media can fine tune the language they use within their campaigns across the different channels to ultimately enhance their effectiveness, increase results and achieve greater success.
The paper highlights the six key areas to consider and evaluate when reviewing keywords and the opportunities they represented with a view to significantly extending reach.
“Website content, product/inventory feeds, paid search campaigns, analytics tools, site searches and social media outlets – all need to be fully explored to ensure an in depth analysis of all keywords and phrases takes place prior to implementing a new strategy,” says Zohrer.
The One platform from Hydra can assist in the process of identifying the language that is being used by prospects at each stage of the buying cycle, and across the differing channels, allowing for effective communication. Its live data reports also uncover the most important search terms and trends to deliver enhanced opportunities to users.