QOTD: What Would You Google To Find A Brand Like Ours?
Our latest Question Of The Day produces search & social keyword insights
that are tough to gather through clickstream analytics platforms —
especially if you’re not already converting on your impressions. Get
your SEO tips straight from the customer’s mouth, then pass that wisdom
along to your web team, influencer affiliates, and creatives.
Question Architecture
Our recommended language to gather this datapoint is, “What phrase would
you Google to find a brand or product like ours?” As an open-ended
question, you’ll be seeing a wide array of responses through the voice
of the customer.
If you’re eager to get as many unique insights as possible, this
question can be useful to ask New (or All) Customers — whereas asking
Returning Customers only will likely produce responses that are more
consistent with the brand positioning your shoppers have had multiple
exposures to.
Use Cases: Conversion Rate Optimization, SEO
Whether it’s the SEO-friendly content on your PDP, a social media post,
or even ad creative, learning how consumers think about your niche can
have impacts from mid-funnel right through to conversion.
Perhaps you sell caffeine alternatives in exotic flavors. Clearly, there
are quite a few value prop combinations to market for such a product,
which makes keyword and tag optimization a data-driven game. This
question will certainly provide you with proprietary data insights in
those cases.
What may not be so obvious is the way consumers combine
seemingly-unrelated selling points when doing their research. For
example, we’ve seen brands discover a large volume of responses where
the keyword suggestion is size + description , e.g. “trial size
mushroom coffee”. Or, you might find that your shoppers are ahead of the
curve on social, surfacing trends you didn’t realize you were a part of
such as “morning routine hack.”
In a way, this question also lets your customers explain how they think
about your niche in the broader universe of commerce, which is a highly
efficient method for unlocking the
unknown-knowns
about your own brand perception. Add it to your Question Stream today
with just a few clicks.
This article is part of our Question Of The Day
(QOTD)
series, where Fairing teams up with the industry’s smartest qualitative
marketers to deliver expert perspectives on zero-party data. Find more
of these best practice questions in our Question
Bank.