Amway? Do customers really know what you're all about?

Amway? Do customers really know what you're all about?

Have you ever thought about the public's perception of what you do?

Amway

Amway offers a range of exclusive, competitive brands that meet proven customer needs around the world. From nutritional supplements to water treatment, cosmetics to cleaning products. For example, Amway's NUTRILITE™ is touted as the world's leading brand of vitamins, minerals and dietary supplements. The ARTISTRY™ brand is claimed to be one of the world's leading, prestige brands of facial skin care products and colour cosmetics. And the Amway SATINIQUE™ hair care system is a salon quality system with nature's exclusive renewing technology, Ceramide Infusion System, giving men and women healthy, attractive-looking hair in just one use.

Do you know if visitors already perceive this about Amway?

That's the challenge in any search engine marketing campaign; you should factor in from the start (as you are preparing your keywords, your ads, and your landing page) what the majority of visitors already 'have heard' about you and the homecare, nutritional supplements, personal care, nutritional products & cosmetics you offer. Not sure? Then If at best you're guessing, then assume they've never heard of you. That's always the safe bet.

If you're selling iPODs or something very well known, you can approach things much differently. Less time explain 'what' you've got and more time explain 'why' they should buy from you.

If your selling something that seems like a common commodity (vitamins, shoes, cosmetics, telephone services, etc), then you must differentiate your product from the other seemingly similar items the public might associate you with.

Much of these consumer 'mindset' concerns should be addressed the moment they hit your first web page after clicking your ad; so before you start any traffic campaign, put on your visitors shoes and take a fast walk to your landing page.

Search engine marketing tips:

Ready or not, here they come. This weeks PPC tips to make you rich and famous (well perhaps that's stretching it a bit):

• Expand your keywords by asking your spouse, friends, neighbors, relatives, existing customers and strangers to look at your web page and offer their keyword suggestions. In this phase you cannot have too many cooks in the kitchen.
• Put your biscuits in the oven and watch'em rise... That is, use web based 'keyword expanders' and research tools to expand your keywords beyond what you can come up with on your own.
• Remember, searchers may type in something that describes your product, but more often than not they will be typing in words describing their problem. If your product or service solves, fixes, heals, masks or even distracts them from their problem, you want those keywords on your list.
• "In-house" keywords (those used frequently by others in your industry or business) are often the most costly because lazy business owners don't often think beyond their own nose. The result is these limited keywords get bided-up sky high. Customers on the other hand seldom search using "in-house" keywords. Your goal is to find keyword niches popular with customers but less popular with your competition.

For additional tips that might improve your pay per click ad campaign review the tips in my previous posts.


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