Use Google To Own Your Market

Writing by Brick Marketing on Sunday, 10 of February , 2008 at 11:14 am

Some years ago, clinical psychologist Dr. Glenn Livingston was doing his job, just minding his own business, when - ZAP! - he fell in love with a marketer. His life has never been the same.

Dr. Livingston really likes numbers. And as a result of his wife’s background in marketing, he soon developed a regimen to use Google Adwords to build any business. Along the way, he figured out the “search continuum”, which is a really neat tool for anyone in business.

When people research something, they never do just one search. They search over and over again. Over time, they further refine and define what they’re searching for.

A friend was remodelling his bathroom. Instead of a “Hot” knob and a “Cold” knob, he wanted a balance knob, like a volume control on the stereo. He had been in Germany once and the hotel shower had a knob like that. He really liked it. But he had no idea what to call it. So he started typing things into Google, groping around, and he finally figured out that it’s a thermostatic valve. THEN he searched “thermostatic valves” and found only 6 brands. Then he searched for brands of thermostatic valves. Then he found one. Then he bought it.

That is the natural “search continuum”, and everybody does it. When a toddler first starts to talk, every piece of construction equipment is a tractor. Then he learns what “bulldozer” is. And what Glenn Livingston did was use Google Adwords to devise a method for figuring out the search continuum for any particular industry. When you know that, you can own your market, because whenever someone searches a particular keyword, you know what they will do NEXT.

Sam looks for this. Then Sam looks for that. Then Sam looks for the other thing. THEN Sam buys.

When you know the details, not only can you put yourself in front of the people right when they buy … you can also put yourself in front of people when they’re starting. You can know exactly what steps they are about to go through. You can get their email address and get them on your autoresponder series. You can actually start educating them just ahead of what they would find by themselves. So you can intercept people at the beginning, in the middle, at the end of the sales process.

And when you figure this out for your business, you will have a huge advantage. Your competitors will almost never even comprehend that this “search continuum” exists. They’ll never find it. It may sound like common sense - but at first, it’s not obvious at all. You find it by testing and tracking different keywords in your Google Adwords ads. Watch exactly what people actually do. Then you can know exactly where a prospect is in the buying process, and what you need to say to them next to move them to the next step.

Website Design Price Quotes – Compare and Save!

Category: search engines

• Add this post to Del.icio.us - Digg

No comments yet.