Let’s say you’re the digital marketing lead for an American furniture retailer. In your opinion, your brand needs to update its image. It’s time people saw your brand as more current, and of course, more expensive.
You update your website to one of those trendy minimalist templates, reshoot your stock photos, and even revamp your company language.
You’re not selling couches anymore, you tell your register clerks and website writers. You’re selling sofas. Your focus group and market research clearly show that word has an attractive je ne sais quoi.
Hang on, what?
Speak on Your Customers’ (Search) Terms
That’s right: switch over solely to “sofa,” and you lose around 40,000 potential customers who are actively looking for your product.
Results in the U.S.
Your idea to switch terms isn’t entirely unfounded. Drill down into longer-tail keywords, and you do see that the term “sofas” is associated with more expensive items. When consumers dream about that high-end leather sectional for their living room, for example, they think in terms of sofas.
What this research tells me — research that took seconds, but can save millions of dollars — is that this furniture store should strategically switch from sofa to couch depending on the item. At the very least, it would be a costly mistake to scrub “couch” from their content strategy.
Results in the U.S.
Don’t Be a Statistic! Integrate Search in Your Marketing Strategies
I know this isn’t a novel concept. It’s not rocket science. But what does surprise me is how often this comes up, even at the large and seasoned companies I work with at Conductor (I spent one memorable meeting talking a Fortune 100 Health and Beauty provider out of switching all of their “makeup” product listing to “color.” Trendy as it sounds, this would have been an enormous misstep. They would have missed out on so many new customers!).
It may not please your corporate marketing team to base your online branding on search terms, but they’ll reconsider when you can prove you’ll be getting your products in front of literally thousands more qualified buyers.