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Search engines are becoming more and more sophisticated. Long gone are the days when 'keywords' would suffice. Google increasingly looks at search intent rather than keywords to provide the best results. As a result, it is valuable to understand and predict how and what your potential customers are searching for.

Potential customers are likely to search for different things at different stages of the sales process. So it's helpful to split this into 3 stages:

Cold prospects

A cold prospect is someone who would benefit from your products or services but isn't yet aware of them or isn't yet considering them.

For example, if I was interested in learning to play the guitar I may search:

  • "How much does a guitar cost?"
  • "How long does it take to learn the guitar?"

Warm prospects

A warm prospect is someone who is actively looking for solutions to their problem. They don't yet know what options there are and are exploring the space. They are likely to ask more specific questions, such as:

  • "How much does an electric guitar cost?"
  • "What make of electric guitar is good for beginners?"

Hot Prospects

A hot prospect has typically narrowed down the search to a handful of specific products or services. They are likely to be comparing on factors such as customer reviews and testimonials as well as prices, value and quality. Typical searches would look like this:

  • "Cheapest Fender Stratocaster in London area"
  • "How do I stop my fingers tips from hurting when practising the guitar?"

Action:

Brainstorm at least 3 searches in each category. 

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