This is Chapter 6 from the Buyer Persona Guide.
Using keywords on social media sites is very similar to using keywords on company websites. But the keywords you decide to use will be different for different social media platforms. So, don’t think it’s a “one keyword fits all” situation. It’s not.
Also, creating an effective social media strategy is much more than scheduling social media posts and monitoring your engagement with users. What you must focus on is to meet the needs of your audience, answer their questions, and offer them what they want to know and what actually solves their problems.
By now, we have talked about buyer personas. How you create them. What you need them for.
But what does it have to do with keywords?
Well, it has everything to do with keywords. Why? Because knowing what keywords they use at each stage of their journey (buyer journey -> the path that customers take from researching a product to making their final purchase decision) is extremely important.
Be aware of the fact that at each stage of their journey, your buyers have different needs. What this means is that their approach in each of their search process will have a different intent – hence they’ll be using different keywords to communicate this intent.
So, if you are a marketer make sure not to overlook the human element of keyword research. It’s not all about robots.
✍️ Bottom line:
Be aware of the user intent. Search intent is a crucial element to keyword research, as it adds context to the entire process. So, basically, by being aware of user intent, you’ll be able to provide the right information to the right individuals at the right time. 💪
How to find keywords for each stage of the customer journey
Now that we’ve settled this, let’s have a look at how do we find keywords for each stage of the customer journey: Stage 1 – Awareness, Stage 2 – Consideration, Stage 3 – Decision. 👇
➡️ Stage 1: Keywords – Awareness
At this stage, buyers are using informational keywords. Customers use these keywords when they’re conducting research.
What do you focus on when using informational keywords? On providing value to your readers. Therefore you will not focus on creating a copy with the goal of landing a sale. You don’t want to annoy your readers with promotional posts. We mean there’s way too much promotional content on social media anyway.
In order to determine your informational keywords, you can ask the following questions:
- What problem can your product/service solve?
- How can your product change an individual’s life if they were to make a purchase?
- What words would your customers use in order to describe their problems, their wants, and needs?
Let’s say you have a social media management tool, teams, and services (like we do at SocialBee 😎). Here’s how we would answer the questions above:
- What problem can your product/service solve? – Customers will save time using our social media management tool, training, and teams. You’ll get quality content created by social media specialists who know exactly how to craft engaging content that converts.
- How can your product change an individual’s life if they were to make a purchase? – Customers (entrepreneurs, start-up managers, marketing managers) will be able to focus on what really matters: the well-being of the business/brand they run. Instead of focusing on every small but crucial detail that social media requires, they can focus on the big picture and have all the details solved and delivered by a specific tool, well-trained social media specialists and high-quality social media services.
- What words would your customers use in order to describe their problems, their wants, and needs? – Not enough time to do it all, I don’t understand all social platforms, I don’t get Twitter or LinkedIn Growth, I don’t know how to create an engaging copy, My social posts don’t convert, I don’t have time to write articles, I want better quality content on my website, I want engaging social posts, I want the right copy on each of my social platforms, I want to grow my Twitter account, I want to have appealing Instagram photos and captions, I want good quality articles, etc.
Does it make any sense? Make sure to answer these questions for your very own product or service and surely things will become more clear once you have all the answers.
Also, by answering these questions, you’ll be able to discover your informational keywords. Put them on a list and then move to the second stage of your buyer’s journey: consideration. 👇
➡️ Stage 2: Keywords – Consideration
At this stage, buyers are looking for navigational keywords. What are these? Search queries about a product or brand name.
At this point, potential customers are interested in checking out and learning about both your products/services and those of your competitors. Which means you need to look at your competitors’ keywords, too.
In order to have an idea about what your navigational keywords might be, ask the following helping questions:
- What is your brand known for the most? How do people perceive it?
- What are the pros and cons of your product?
- Which are the products on the market that are competing with yours – both on price and benefits?
- What are the FAQs (frequently asked questions) coming from potential buyers regarding your product or service?
We’ll just carry on with the same example as in the above and answer these questions about our social media management tool, teams, and services.
- What is your brand known for the most? How do people perceive it? – SocialBee offers Social Media Management Tools, Training, and Teams to help you get More Leads with Less Effort. SocialBee’s All-in-One Social Media Management Tools and Concierge Services help you with Content Creation, Posting, and Recycling; Follower Growth; Engagement; and More.
- What are the pros and cons of your product?
- You can automatically post on all major networks.
- You can organize your content in categories for the best content mix.
- You can effortlessly repost your evergreen content for maximum impact.
- You can grow an engaged audience to increase your reach and save lots of time in the meantime.
- You can use the RSS implementation, Import Features, Browser Extension or the Social Media Specialist Concierge Service to have content added to SocialBee automagically.
- SocialBee also offers an ever-growing number of Concierge Services where SocialBee’s Teams (yes, these are real humans) of Social Media Specialists give you peace of mind so you can focus on your business.
- No free option of our tool and services, just trial.
- No white-label branding.
Once you have the answers to the questions above, you’ll be able to determine your navigational keywords. Put them on a list as well and then move to the third stage of your buyer’s journey: decision. 👇
➡️ Stage 3: Keywords – Decision
At this stage of the buyer journey, customers are using transactional keywords – these are search queries that suggest a high level of purchasing intent.
To determine your transactional keywords, consider asking the following questions:
- What do your buyers need when making a purchase? How can you make things easier?
- What will help to get them through the cart faster?
- Are buyers the sole decision makers? Who do they have to consult before making that final purchase?
- What do buyers expect when deciding to make the transaction?
Keywords that will help improving customer loyalty
Once a user has gone through the buying process, you can be happy: you have a new customer. But how will you keep your new customers happy and loyal? After all, you don’t want to lose any of your customers. Which means you need to find a way to continually improve customer loyalty and retention. How?
By optimizing your content beyond the conversion funnel.
At this stage, customers are still using navigational keywords, but now these keywords are more targeted towards the product that they have purchased.
So, again you need to determine which keywords are the best. And you can do that by finding the answer to these questions:
- What are the problems your new customers complain about?
- What are the needs your product/service still hasn’t met?
- How can customers get even more functionality out of your product/service?
- What are the steps your customers need to take in order to use your product the right way?
As you can see, it’s not all that hard to discover the right keywords at his stage either.
Another thing you can do that will help you out in the process of determining the keywords you need is doing some research through product-specific Facebook groups. Or, visit third-party review sites and read the reviews to find out what customers are saying about your product in the comments section.
But there’s more…
Now, in order to determine the potential of each keyword you have listed for each stage and know which ones to target, you’ll need to check your data. How? Simply use a keyword research tool to get some actual data.
And the best part, by having your buyer persona already created this step will be much easier. Why? Because you’ll be able to put yourself in your customer’s shoes and simply imagine what words or phrases they would type into any social media platform in order to find your brand, your product.
✍️ Bottom line:
If you want to create the type of content that drives leads and converts customers, it’s essential for you to take into account the end user. And remember, your user’s search intent and the way they navigate through your marketing funnels make all the difference.
Buyer Personas in Social Media
Would you like to read the full guide? Download it here to iscover all there is to know about creating buyer personas.