Monday, March 16, 2009

Marketing Insight: Keywords which don't tell you anything about the Gorilla in the room

Marketing Insight: Not getting the right keywords
won't tell you anything about the gorilla in your room.

That's the problem with a lot of these niches we deal with. When we are simply trying to sell a product, we fail because some of these niches simply don't have buyers in them. And worse, some people are telling you that the way you find buyers is to see if people are advertising in that area. (Really? How come people are advertising where there isn't even any traffic? Google says they do - just look on their Adwords tool and see where there is "competition" even when there aren't enough traffic results to make up a monthly tally...)

Since I got myself all worked up with that (above-linked) post, I then had to see what was actually going on.

So I set up my Keywords Genies: Google Adwords Tool and RankTracker and started to get to work figuring this all out. I started using Google Adwords to see if it would give me bigger and bigger traffic keywords through its synonyms. After I amassed about 12,000 keywords, then I quit to digest them by OpenOffice database.

Now, this is completely the reverse of what my research says to do. I was purposely looking for stuff that couldn't possibly be a niche - waaayy too big. Of course, one of the first things I found out was that Google and WordTracker don't agree on what the traffic for something actually is. (Big surprise - all these tools only deal with their own estimates of traffic. Your mileage may vary, as well - only your own analytics knows for sure.)

But what I did find is that there seem to be a huge number of really good one and two-word keywords with decent KEI. Even though they could (and some did) have literally a trillion pages of competition. No, you couldn't dream of trying to get these on their own. So the niche theory of marketing empire-building still holds.

The review of these niches and their main keywords started showing something else (other than the fact I was really straining RankTracker and WordTracker - you can only check about 240 KW's at a time before WordTracker shuts you down). That something else was the point that people who search on Google are just that - lookers. Doesn't mean they are buyers. And you have to check that keyword on eBay or Amazon to see if people are actually able to sell something like that.

Even more striking was the observation that very little "stuff" was turning up with these keywords. Specific camera's, or toys, or gadgets or books or authors weren't coming up. But the big-ticket Maslow-pyramid-type phrases were. As niches.

But didn't I just say you couldn't sell anything in a niche that didn't have buyers in it?

Sure. The trick is that the motivations to buy are there, not the stuff you can sell.

This means that people are actually searching for their wants and feelings, not just specific stuff they want to buy - although that happens as well, but not in two words or less (most of the time, anyway).

Your niches show up in four-word or longer phrases.

But something even more interesting showed up - you aren't selling stuff, you're offering solutions.

All of these wants and feelings people put in their search engine forms - these are just problems they are having in their lives (more or less). What they are plugging away at searching for are solutions which would improve their lives.

Again, go back to Maslow and Cialdini. When you take these two giants together, you see what people as individuals and as groups/niches are trying to solve in their lives. All these things people buy are somewhere on Maslow's pyramid. And what you see selling on eBay or Amazon are translations of these items into the tribe-dominated Cialdini 6 (or 7) principle triggers.

Being blonde, young, trim, athletic, rich, famous, etc. - all of these have definite products associated with them. But below all these states are very definite wants and needs - and between those and the products that represent them are the person's feelings. Which are what all sales are based on - feelings.

My point in this actually goes back to what I've spend the bulk of this life on - personal improvement and self-growth. Recently, I've been studying marketing to see how selling this type stuff is done. And so, now I know how to sell almost anything - find out what stresses are hitting people's lines and offer solutions. Stresses are tied into feelings - and they come from a person's purpose, something seemingly disrelated to marketing.

The reason I'm telling you all this is to keep you up to speed with what I've been discovering.

Practically, with proper market research, starting with keywords and then finding what products are selling in that niche - you could conceivably sell sun-tan oil to Eskimo's if you wanted.

It's all sitting there in the keywords.

So, go ahead, compile your own list of 12,000 Google Adwords and see what comes up.

May you be just as pleasantly surprised.
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