“I know it’s here, somewhere, and if I just keep refining my search phrase, I’m going to find exactly what I want.” That’s the “search engine mentality” of today’s buyers, and it’s changed marketing forever. Sadly, almost all marketing content hasn’t caught up. In this article I’m going to quickly describe the situation and describe the solution.
As buyers, when we are looking for something specific (and when are we ever not looking for something specific?), we will pay no attention whatsoever to “marketing blah blah.” That’s the copy you can see on the majority of websites worldwide. It’s copy that promises that the product or service is:
•Efficient
•Convenient
•Cost-effective
•Sexy
•Beautiful
These are old, tired promises. Why? They have been made and broken billions of times; they are made by everyone; and they do not in any way answer customer questions.
When they begin a search, buyers don’t think, “I need more efficiency in my life!” Or, “I need more convenience!” Or, “I need to buy a cost-effective solution!” Instead, their need is very specific. “I need new black rubber floor mats for my 2014 Mazda Miata convertible.” They have measured the mats they’re replacing, they know they want a rubber and not carpet mat, and the mats have to have holes in them that accommodate the hold-in-place tabs sticking up from the floor of the car.
This is just one example; I’m sure you can think of dozens (hundreds?) of very specific searches you have undertaken where you knew...
Read Full Story: https://www.business2community.com/seo/exact-match-how-search-engine-expectations-changed-buying-and-marketing-forever-02445319
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