Have you ever wanted to know exactly what your visitors want, and then deliver it to them using your website as the vehicle? You can do just that with keywords! Since you cannot build a landing page for every single keyword your prospects search with, you will have to find an alternative solution. We would like to suggest bucketing your keywords into early, middle and late buying stages as a fix.
You need to figure out keywords based on buying stage for your different online campaigns. Sometimes we assume we understand what that means, how to do it, and why we do it without giving the practice any real consideration. In this post we will explore the buying stages, their purpose for different types of consumers and how you can appeal to your visitors based on their buying stage.
Continue to be aware that buying stages can occur all in one day online, over a week or a year, by leaving out a stage or two, by one person or by a group of ten people or more. All the subtleties of your clientele base should be considered when both optimizing your landing pages and investing in PPC marketing for your online campaign. I recently purchased a new mountain bike over a 2 month online and in store shopping process which I will use as a hypothetical example for the different buying stages.
Buying Stage: This is the first stage in your visitors buying process. At this point your visitor thinks they want to buy something but do not know exactly what they want or need to buy. They’ll want to see all the different types of products available and what the pros and cons are for each type. They are doing very basic searches about the product group and will benefit from free and welcoming information. They are not likely to buy at this stage and are just seeing what is available. The benefit of helping a customer in this stage of the buying process is that it gives your brand credibility and starts a relationship with the customer.
Prospects ask questions like: What kind of mountain bike will suit my needs? Will I be able to afford a new bike? Is there a place locally that sells used bikes? What is the difference between a 2010 bike and a 2003 bike? What makes one mountain bike better than the other?
Possible Keywords: Affordable Mountain Bike, Best Mountain Bike Brands, Bike Shops San Diego, Best Woman’s Mountain Bike, First Mountain Bike Guide, Where To Buy Mountain Bikes, Types of Mountain Bikes, Best Mountain bike prices, Top Rated Mountain Bikes
Feature: How to and beginner’s guides, whitepages, brand features, language that doesn’t include jargon, friendly navigation
Relevant Landing Pages: Homepage, Forums, Informative Content Pages
Buying Stage: This is the second stage of your visitors buying process. At this point your prospects have some idea about how much they want to spend, can recognize some brands in your industry and want to fine tune their knowledge before they make a purchase. The buyer is likely more open to purchase during this stage than the awareness stage if something catches her eye. She wants to gather as much information as possible to be sure she is making the right choice. At this stage keywords become longer and more specific.
Prospects ask questions like: Will an all-mountain bike be too heavy if want to go riding on the road at times? What brand of components will last me the longest and have the best reputation? What size of mountain bike will I need? How much travel can I get for my money? What brand of shocks perform the best? Is there someplace locally I can test ride GT bikes? Would I be happier with a 29er?
Possible Keywords: Yeti, GT, Performance Bikes, Used Santa Cruz, Mountain Bike Sizing For Women, How To Know If Your Bike Has Good Components, Best Downhill Mountain Bike, How to Maintain A Mountain Bike, Full Suspension Mountain Bike That Can Also be Used On The Road, average mountain bike travel
Feature: Reviews, top sellers, product comparisons, easy navigation, Whitepages, content articles and offline locations
Relevant Landing Pages: Category Pages, Information Pages, Forums
Buying Stage: During the decision stage people have a general idea of what they are going to buy and are searching for where to buy it and how to get the most value. The keywords people use are likely to be branded long tailed, specific and include words like ‘sale,’ or ‘buy.’ This is the stage to deliver specific product information, promotions, free shipping offers, and all of your other tactics to seal the deal. You need to be sure your prospects feel comfortable with your brand, your prices and your customer service at this point. They are likely going to buy and you need to give them a reason to buy from you.
Prospects ask questions like: Where can I find the specific bike I want at the lowest price? Can I lease a bike somewhere locally or rent to own? Where are the used bike shops around here and do they carry the quality of bike I’m looking for? Am I going to have to assemble my own bike when it comes in the mail? Am I positive that I want to buy the GT Carbon Force instead of the Canondale Jekyll? What bike company is most reliable and ships the fastest? Who has the best return policy incase something happens with my bike?
Possible Keywords: Buy GT Carbon Force, XS full suspension mountain bike on sale, Used Santa Cruz Heckler, , Specialized Enduro in San Diego, Mountain bikes sold at Absolute Bikes, 2011 Salsa Fargo components, Technical Specifications of Yeti 575
Feature: Sales, Free Shipping, Reassurances, shipping times, refund policy’s, payment types and detailed product descriptions
Relevant Landing Pages: Reviews, Comparison Pages, Category Pages, Product Pages
Now that you know a thing or two about what stage of the buying process your prospects are at when they land on your site, you can optimize their experience by delivering landing pages that will be useful to them. Assisting your customers in the buying process on your site needs to have the same elements that a properly run retail store has. Someone to hold their hand at the early stages, help them decide in the middle, and direct them to the right place at the end.
How do you organize your landing pages based on keywords? Do you tailor your PPC ads to the buying stage offered by the keywords your prospects are searching for? Do you need help getting your visitors to the right buying stage on your site? If you need help reading your prospects minds and delivering on their needs, we are here to help you!