I often see a disconnect in how people inside a business talk vs. how their target market talks.
This alone is a big reason fields like SEO and CRO (conversion rate optimization) exist. If businesses knew how to speak in their market’s language, a big part of the work would already be done.
This is where things like keyword research come into play.
Understanding the phrases people are using to search for topics related to your business is like seeing the short hand for how they’re talking about the products you sell, the problems they need help solving, and the goals they’re trying to reach with your products.
Likewise, one of the biggest things you can do to improve your conversion rate is to connect with the conversation people are already having with themselves about the things your product impacts. If people view your website or marketing materials and think you’re having a different conversation than the one in their heads, they’re gone.
With CRO, you achieve that by doing all kinds of customer research activities:
- Sending and analyzing customer surveys
- Talking to customers and identifying common stories and vocabulary
- Analyzing support tickets
- Conducting user testing
- Etc.
This CRO research can also surface all kinds of SEO keyword opportunities that competitors will overlook.
However you go about it, one of the biggest things you can do to grow your business is get a better grasp of the language your market is speaking.
Once you start speaking the same language, it becomes a lot easier for people to find you on Google (because your content actually aligns with what they’re searching for).
And once they’ve found you, speaking the same language makes it a lot easier to connect with them, build a real relationship, and make your business a positive part of their lives – you know, all those things that actually drive conversions, retention, and growth in your business.
Need help getting your marketing to speak a language your market will connect with and understand? Let’s talk. I’ve been getting inside the heads of customers in dozens of different markets for 25 years. From both an SEO, and a CRO perspective.
