Are Your Key Phrases Speaking Your Customers’ Language?
Last week, the Vimi Design Team met with PeopleServe Asia’s President & CEO Christopher McAleer along with members of his marketing department to brainstorm how we can further optimize PeopleServe Asia’s web presence.
In laymen’s terms, we want to help them make their website the “go to” place for companies searching for Human Resource and Payroll Outsourcing services. PeopleServe are very good at what they do, and we want to make sure everyone knows it!
The session touched on how the team thought prospects would be finding the new PeopleServe website, and unsurprisingly quickly evolved into a discussion about a likely prospect’s Google searches. So, we asked Mr. McAleer and his team, if a potential client were to search for the type of services PeopleServe Asia offers what key words or phrases would they use?
The team had no problem coming up with two dozen terms describing what they do and what services they offer. Phrases like “Outsourcing payroll”, “HR outsourcing”, etc. At this point we encountered one of the classic issues faced by online marketing:
The Jargon Paradigm
The most problematic belief companies and marketing teams tend to have when they think about search key-phrases is that potential customers have the same level of expertise as they do. But the reality is often very different…
Customers rarely have the same level of expertise as product/service providers and are therefore highly unlikely to be familiar with the correct naming and technical jargon related to the company’s field of endeavor. The more highly specialized a company’s business is, the more likely it that customers are using an entirely different language to describe it.
So how can the language paradigm be resolved?
Easily simply ask yourself:
Is this language our customers use?
In the context of the PeopleServe session this question got us thinking a bit more holistically, and challenged those around the table to come up with an alternate set of key words and phrases a customer unfamiliar with the payroll outsourcing field would use when searching for a company like PeopleServe Asia.
Keep it simple
The takeaway from this tabletop marketing exercise is threefold:
- Avoid jargon – You don’t enjoy it when others use it in their field of expertise…
- Keep language simple and understandable – Good marketing is good communication
- Think from your customer’s perspective – Using the same language as your customers not only helps with the technical aspects of search, but also helps builds trust.