Search Keywords Are Your Market Segments

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It's understanding your market segment and understanding the buying process of your market.

The "Unix server" vs. "IBM Blade Server Model 3426-A45" could reside in the same market segment. They are no doubt in different phases of their buying process.

My point, Walt, is that the point of market segments is to use different messaging for each one. In traditional marketing, you typically can't tell where people are in the buying cycle, so your market segments aren't aligned that way. In search, you can, so you can tune your messaging to buying phases and other differentiators that traditional marketing does not allow. Conversely, search marketing typically doesn't give you access to demographics, which helps you tune your message to offline market segments, so you shouldn't try to use keywords that way.

Market segments divide your audience so you can craft individual messages for each segment. Offline you use demographics and other factors to do so. In search, you use keywords.

"That's the key to success. Put your messaging ability to work. Instead of trying to think about what message you want to send, and blanketing it over as many people as possible, you must do your keyword research to find out what people are looking for. Then, like a good salesman, you tailor your pitch to hit the points they need."

What a great lesson in marketing.

Thanks Mike for this useful post.

Jose

I would have to agree with Jose. That's a great approach to defining the keywords and tailoring the message to answer your customer's questions. Excellent point, Mike!