It’s amazing how many marketers fixate on their site’s HTML, believing that’s where solutions to their search engine marketing (SEM) challenges are found. But they’re looking inward when they need to be looking outward.
So begins an interesting article by Fredrick Marckini, titled Keywords: Speak Your Audience’s Language, in Clickz. In it Fredrick gets to the heart of good search engine marketing, namely that the answers to good Search Engine Marketing don’t really lie within the code but with your target market. This is a theme that I have banged on about on Marketing Tom – that in order to succeed with Search Engine Marketing, or for that matter any marketing, you need to step out of your company/industry box and start speaking the language of your target audience.
This reminds me of an article by Bryan Eisenberg called the Empathy Sell which drives home the importance of putting the customer at the heart of your SEM activity. These are some great quotes that he uses to emphasise the role of customers, all of which appear in my E-marketing presentations:
The advertising man studies the consumer. He tries to place himself in the position of the buyer. –Claude Hopkins, "Scientific Advertising"
Talk in terms of the other man’s interests. –Dale Carnegie, " How to Win Friends and Influence People"
Your audience is one single reader. I
have found that sometimes it helps to pick out one person — a real
person you know, or an imagined person — and write to that one. –John Steinbeck
So, it’s not rocket science, but good old-fashioned common sense.
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