As Entrepreneurs, we all know that when it comes to digital marketing that we are all playing in “Google’s sandbox”. While there are many aspects of an overall digital marketing strategy, we can’t overemphasize how critical segmentation and intention is to your success. Buyer’s intent is not a new concept. Since the inception of marketing, conversation about buyer’s intention has existed. However, what IS new is how Google’s main search algorithms now have requirements around intention. Understanding this can literally make or break your marketing success online.
Search Algorithms – Try To Keep Up
When Google makes big changes to its algorithms it is usually in an effort to improve the experience of the searchers (Google’s customers). Remember, if Google is a business, then it is in their best interest to make sure that people searching online quickly and efficiently get the answers to the questions that they are asking.
Let’s look at this from the perspective that Google’s search algorithms are created from the intention to improve it’s users ability to find exactly what they are looking for while having a high quality experience using the Search Engine.
Extremely Simplified Example of Search Algorithm Progression:
Phase 1: In the early days of performing a search on Google, the algorithms would look at each word in a search query separately and give you results that matched each of those words.
Phase 2: In order to better serve the searchers, Google began linking the words in a search query together and began populating results that it thought matched the intention behind those words combined together.
Phase 3: With Hummingbird, what Google is now doing is not only chaining the various words together in a search to figure out what the searcher is asking, but now it is actually chaining the various searches of the searcher together in order to ascertain why the searcher is asking these questions in the first place.
Hummingbird = Intention-Based Search
You can see an excellent example of what I’m talking about by watching this 4 minute video that I made demonstrating this algorithm fact:
Here is what Google had to say about the topic of voice-based search: Google reports that 55 percent of teens and 40 percent of adults use voice search daily; and, according to Google’s Behshad Behzadi, the ratio of voice search is growing faster than type search.
Is Your Business Worthy of Google’s Referral?
Many people find themselves frustrated with the seemingly constant algorithm changes that impact ranking and lead acquisition strategies. We find it helpful if you think about Google as a business and all of the people using the Search Engine as its customers. Like you, Google is only interested in providing it’s ideal market with the most useful, relevant and engaging content possible. Also like you, Google is only interested in directing it’s leads and customers to content, websites and businesses that meets the intention behind the searcher’s inquiries.
If you think about it, Google has thousands, if not millions of points of data on what your target market is looking for. Therefore, it is imperative that your online presence addresses all of the primary intentions of the most important segments of your target market. This is what sets us apart. We not only know how to identify those intentions, but we are experts at creating highly engaging content to get the engagement and sales that you are looking for.
Real World Example:
Market: Weight Loss
Products Being Sold: Weight Loss Solutions
Main Buying Segments:
- Post-Partum Women (under age 35)
- Peri-Menopause and Post- Menopause Women (Generally over age 50)
- Men with Type 2 Diabetes
All of these customer segments have the same desired end result. They all want to lose weight. However, their strongest intentions are quite different from one another.
Women who just had a baby often are very interested in getting their “pre-pregnancy” body back. They’re also concerned about how any diet, exercise or supplements may impact their nursing children.
Women over 50 want to lose weight for all kinds of reasons, but a strong driver in this segment is to regain or increase their energy. They want to keep up with their grandchildren and maintain a high quality of life. Also, women in this segment are often experiencing a lot of transitions in their life. They’re empty nesters, sometimes widows, and often struggling with additional age-related health challenges.
Men with Type 2 diabetes are different because, well for starters – They’re men! Secondly, while they want to lose weight for all the traditional reasons that any man does, one of their strongest motivators is to get off of their diabetes medication.
This is the power of intention: Once you truly understand who the main buying segments are in your market and why they want to buy what you have to offer, you can create marketing funnels, strategies and campaigns that will get consistent, long-term results.
Here are just a few benefits that come from proper segmentation:
Increased Engagement: When you’re speaking to your segments specifically about the aspects of your business product or service that are of particular interest to them, they will be far more likely to engage with you because you are proving that you understand them and their needs. Your content becomes valuable to them.
Increased Lead Acquisition: Because you understand who your ideal segments are and exactly why they are looking for what you have to offer, you will attract more of your ideal leads.
Increased Brand Awareness: When you know exactly who your ideal buyers are and how to talk to them about what they care about, you and your company become valuable to them and worthy of referral.
Increased Value of Your List: When your list is properly segmented, you can adjust your communication and offers to speak directly to each segment specifically. This increases open rates, click thru rates, and overall engagement and conversions.\
Increased Natural Rankings: When you understand the intention in your buying segments (and more importantly, what Google thinks the intention is) you then have the ability to create content on your website that tells Google to send your target buyers your way. And if you don’t understand how powerful that is, just look at this screenshot from one of our clients. It’s obvious from the graph when we got involved, but the truly amazing part is knowing that we achieved that lift BEFORE we did anything off site at all.
Increased Quality Score: On top of ranking well organically, when your site is optimized for the intentions that the major search algorithms are written around, your quality score goes through the roof which, among other things, lowers your PPC (Pay Per Click) advertising costs – often significantly.
Increased Conversions: While the benefits to your marketing efforts are quite exciting, our favorite part of understanding the intention behind the buyers in your industry is that we now know how to adjust the language in our ads, onsite copy, content marketing campaigns and emails. When we know what our leads and buyers care about, we can talk to them in the way that best meets their needs.
Want To Win In Google?
I’ve taken my most popularly requested Keynote that goes into a LOT more depth about how to scale your brand in the new Hummingbird environment and turned it into a FREE 4-part video series. Enter your name and email below and we’ll have it sent to you right away!
In 2017 we had the privilege of interviewing Google. We shared our marketing philosophy and strategies with their rep who not only endorsed our strategy but shared a case study with us about one of their high-performers. A tile company created organic marketing strategies based around the intentions of their buying segments and their revenue jumped 300% in the first 30 days! So awesome!
You can listen to that episode by clicking on the image below: