Why Your Business Needs a Keyword Strategy

Millions of people use search engines like Google, Bing or Yahoo to find what they’re looking for online. To rank high in relevant search results, you need to optimize your website with keywords that relate to your business.

A keyword is a word or phrase entered in search engines to find the most relevant information on a topic. Proper keyword optimization will make it easy for your target audience to find you when they search for certain keywords. This will inevitably increase and improve high quality traffic to your website.

Finding out which keywords are right for your business can be a challenge. There are, however, ways to isolate popular keywords before you optimize your website. Additionally, you can test the effectiveness of your selected keywords by monitoring your analytics.

It’s important to realize that keyword research is an evolving process that requires the proper attention to increase organic traffic to your website. In doing so, you’ll save money on expensive advertising campaigns that don’t produce the results you want.

What Are Your Keywords?

The key to being successful with finding the right keywords is to get inside the head of your consumers. Ask yourself what you’d type into Google if you were searching for your products. Think of any and all possibilities surrounding your products—not your brand. Remember, if you’re a small to mid-sized business, the chances of people searching for your brand name are slim to none. Focus instead on words and phrases that relate to your products or service.

Consider the Difficulty and Relevance of Your Keywords

Your keyword selection should be centered on their relevance to your products or services and how difficult it will be to rank for them. Broad keywords are more competitive and will make it much more difficult to show up in search results. Longer and specific keyword phrases, also known as long-tail keywords, are ideal for smaller businesses, as they are lower in search volume and less competitive.

Don’t be afraid to try out several keywords, but make sure you find a balance between the competition level and the relevance they hold. Discover which ones work best for you over the course of a few weeks.

For help with your keyword research, try using Google’s Keyword Planner, a free tool that will allow you see the competitiveness of each keyword and also provide new keyword suggestions.

The Value of Word of Mouth Marketing

Word of mouth advertising goes back thousands of years, when ancient civilizations had to communicate to find out what the best path was to travel, where the best watering holes were, and even where they could find the best food.

Today, marketing takes from this ancient technique by advertising their business via word of mouth channels. The value of this technique goes far beyond driving traffic back to your website. It can in fact help increase brand awareness, build credibility and help you develop trust with your customer base.

When one of your customers tell their friends or family members about your business without being prompted, the result can be dramatic. However, if you really want to spread the word about your product or business, you have to target influential people within your niche. You can do this in several ways.

Social media, authoritative bloggers, and even popular YouTubers are ideal targets for your marketing. If you can successfully connect with them and ignite a passion for your business in their own business dealings, you can transcend all online and offline platforms.

A few techniques you can utilize to get your campaign off the ground and receive the notoriety you desire include:

  • Be honest about your business (never ‘oversell’ your concept or product to potential thought-leaders)
  • Generate excitement for and interest in your business
  • Become an influential vocal point in your niche (use social media, blogs, and any other online outlet where your voice can be heard)
  • Make your idea shareable (If your customers can’t understand what you offer, your campaign will be dead from the start)

Today, more consumers than ever turn to people-first sites like Yelp and Google Reviews to decide where to eat, shop and even live. If you want to stand out from the crowd, you have to earn the trust of your customers, and once you have that you can spread the word and generate interest in your company.

How to Plan a Seminar

Planning and organizing a seminar takes months of hard work, especially if you want to generate interest and ensure success. To help you plan your seminar, we’ve outlined a few tips for you to consider.

Define Your Objective

What is the objective of your seminar? Do you define a successful event based on the number of attendees, the leads you generate, or the investment connections received? What topic do you plan to discuss, and who is the target audience for your event? Start planning by answering these questions and outlining what you hope to achieve.

Determine the Date, Location & Time

When and where you hold your seminar will determine its success. Choose a date and time that allows room for you to properly market and advertise it within you niche. Where you hold your seminar is also important. Choose a central location for the best results, and analyze your audience to determine whether a morning, afternoon, or all day session would work best.


Your marketing should focus primarily on the value you offer. Whether your seminar is a free event or not, determine the best way to collect registrants and let them know in your invitation what, if any, fees are involved.


Again, analyze the needs of your audience and what they want to learn, then present solutions to the issues they face in your presentation.


Bring marketing collateral, such as brochures and products sheets to give to your audience. Additionally, consider emergency contact information for the facilities and determine whether a registration list on the day of the event will be necessary.

Follow Up

After the seminar, send thank you emails to attendees and “sorry we missed you” emails for no shows.

Your seminar will be a success if you plan ahead and consider your attendees needs every step of the way.

Defining Your Target Audience

Creating a business plan is an essential step in starting a new business. A business plan will help you define your target audience and give you a clear vision of what you want to accomplish. To define your target audience, four main points must be considered.


The demographic profile of your target audience includes variables such as age, gender, and income. Are they male or female? How old are they? Do they have a family? If so, what is their family size? What is their household income? If you’re selling directly to a business, how many employees do they have? How much revenue do generate annually? Some of this information will not be readily available, so spend some time researching your customers.


Carefully consider the psychographics of your target audience. These include personality characteristics, social class and lifestyle. Does your target audience share similar activities, hobbies, or interests? Do they have strong opinions or values about religious, environmental, or health issues?


Geographic segmentation identifies your target market based on their country, state/province, city, postal code or climate. Understanding this group will help you decide if you are selling your products and services locally or internationally. Depending on your business goals, you may want to develop localized marketing programs that are specific to each geographic group.

Buyer Motivations and Expectations

Do you know why your customers buy your products or services? Learning what motivates them and what they expect from you will help you get a bigger return on your marketing dollars. Part of this includes finding out what problems they have and how you can help solve these issues. As a result, you will be able to differentiate your products and services from other offerings in the market today.

Learning how to define your target audience is essential to creating a solid business plan. With this knowledge, it’ll be easier to offer products and services that meet the needs of your target market. As well, this will help you develop effective marketing strategies that provide a greater return on your marketing investment.