How to influence your market to improve your positioning in Google
You can appropriate a little-used term and work with marketing to impose it on the market. If you get it, you will be at an advantage
We all want to appear in the top positions of Google results. If someone is looking for your product, you want them to see you. Intuitively this is a “free” source of clients to aspire to.
In this field, perhaps frustrations are not alien to you. You are not a unique case. In this article I give you some keys to differentiate yourself from your competition and be more competitive working with Google.
Working on positioning is essential, although it does not always give the desired sales results
Not always the person looking for terms related to your product is your potential customer. For example, in technical areas, it may be a student looking for information or it may not be the type of customer you are looking for.
Depending on your target and your product, it is possible that the most appropriate marketing and sales actions are others. It may happen that the companies that come to you from Google are not the right size and therefore your product is not competitive or the client is not profitable.
In any case, it is essential to work on positioning in Google and with Google Ads, not only because of the customers it can bring you, but also, very importantly, because of the insights it offers you on the market, customers and your competition. .
Analyze the statistics of your campaigns, you can find gold
Searching for the best words to buy on Google can be a very productive endeavor in many ways. The more you try the better. Personally, I think that the more control you have over what you do and the less you let Google do what it wants, the more useful conclusions you can draw. That’s why I’m a fan of using phrase match (with the search criteria in quotes: “keyword”) in search campaigns in Google Ads.
In general, the terms you use in any area of your company have great relevance from a marketing point of view. Language is a basic tool to differentiate yourself from your competition. Analyzing the terms and language of your competition is key, especially when developing the brand strategy, but it also has other more operational aspects.
Do you sell a solution, software, platform, tool, program, application, app …? It is not trivial what you call it.
Take ownership of what belongs to nobody
It is possible that your competition, the market, uses specific concepts, but that there is a significant number of searches on Google with little-used terms. You can select some and appropriate them; You will get visits to your website at a lower cost, since you do not get fully into the battle for them with your competition. Going to the extreme, you can appropriate a little-used term and work with marketing to impose it on the market. If you succeed, you will be at an advantage.
Market analysis in areas other than yours, such as in other countries for example, can give you interesting ideas to apply to your case.
In another area of things, but related and that serves as an example, you can identify symbols used in the market that do not belong to anyone (that does not identify with a specific brand) and appropriate it. The most classic case of this action would be the Osborne bull. Another very interesting example is the appropriation of the rainbow by the LGTBI + collective.
Use the data to identify insights
One of the aspects in which companies fail the most is in identifying the insights that move their potential clients and even, too often, making proposals totally out of the loop in relation to their interests. Working in this area is critical and must permeate the entire company, from strategic marketing, brand strategy, product development, communication, resource development and marketing campaigns, to developing business arguments and sales management. Identifying insights should also be a constant activity.
Please talk to your clients more often. It also ensures that the development, marketing, sales and support team are constantly exchanging information and opinions. And don’t forget that all of this creates documented knowledge in your company.
Are you sure you are following the agile principles correctly? Please review principle number 4 of the “Agile Manifesto”.
Don’t bang your head against the wall
You may tell me that positioning yourself on Google is nothing short of impossible in your market. In many cases it is so. However, you have alternative strategies. One of the most effective is to identify media that position your keywords and publish content in them. The result can be similar or even better and sometimes at less cost.
In all this analysis and actions, in addition to the tools provided by Google, it is essential to use a specialized positioning analysis tool.
Content is king
Whether or not you have the resources to continuously generate relevant content to position yourself, a useful strategy, which can generate spectacular results, is the generation of high-length content that does not expire (evergreen) or that you can easily keep current with short regular updates.
A manual, guide or similar, integrated into your website can place you in the top positions, as well as being a perfect element for more marketing actions. An interesting option is to include in this content questions and answers optimized according to the specifications of Google, which offers content structured in this way in response to searches.
Google Ads makes it easier for us not only to obtain new customers and generate impact, but also valuable insights about customers, the market and the competition, to take marketing actions that make us more competitive. In this way you can feed back information obtained from the campaigns to improve your positioning, which also serves to optimize the performance of these campaigns.
Are you influencing your market and differentiating yourself from your competition or are you still in the scrum fighting for the same thing as others?