To drive traffic to you blog think primary and selective demand search
12/31/08 06:40 AM
It all starts with a great understanding of how your target audience use the Internet and search for product information. This mean not only a demographic profile but a psychographic profile as well. Once you have this in hand the next step is to determine which keywords are used for primary demand and which are used for selective demand. The definitions for each are as follows:
Primary demand
Advertising or search designed for the generic product category such as cold remedies or snow removal.
Selective demand
The demand for a specific brand marketed by a firm such as Vicks Nyquil or John Deere snow blowers.
All online content should incorporate terms that customers use in search engines. This means that your content has to be simple with lots of facts and and few marketing claims. Online content should also capture customers at different stages of search, primary and selective search demand.
Once you have the keywords for primary and selective demand you should set up some Web metrics to track those keywords and look for things like cost per targeted action, cost per page views and cost per click. If you're trying to build awareness cost per click can come in useful but look at the average time on your site. Some people may click through to your site only to leave a few seconds later in disinterest.
For a BLOG you need to not only write simplified content that speak directly to the visitor but you also need time to develop trust which is a cornerstone in any relationship. Look you spent time and money to implement Web strategies and way too often people think the work is done when that isn't the case at all. The real work starts in developing a strategy to get your content in front of people where THEY are online.
