Conklin Company? What lurks in those consumers' heads?

Conklin Company? What lurks in those consumers' heads?

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

Conklin Company

For over 35 years the Conklin Company has offered a diversity of high quality products in fact, more than 130 across six major product divisions: Agronomics, Animal Products, Building Products, Consumer Products, Family Care, Lubrication & Vehicle Products and Telecommunications.

Do you honestly think that customers already think this about Conklin Company?

That's a 'guess-work' element in any search engine marketing campaign; you should consider upfront (as you are preparing your keywords, your ads, and your landing page) what the majority of visitors already 'have perceived' about you and the homecare & personal care 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 people consider a common commodity (vitamins, shoes, cosmetics, telephone services, etc), then you must differentiate your product from the other seemingly similar things the public possibly will 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 generation strategy, put on the eye glasses of your customer and take a hard look at your landing page.

PPC Tips:

Without any further delay, I'll continue with my tips this week.

• 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.

In earlier blog posts you'll find several installments of my PPC tips.


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