Key to website marketing strategy
The bane of the quest-driven buyer is irrelevant content. Your bane as the person responsible for the
success of your company's website is the qualified buyer's failure to detect the relevance of your content!
The cure to both banes is scent trails. Well-laid scent trails allow your qualified visitors to recognize the relevance of your content and find what they need
The concept of a scent trail (Relevance Routing ™) is simple. Since the qualified visitor is actually on a quest to buy your product (or your competitor's), your job is to keep giving him the clear, strong "warmer/colder" messages he needs to know that he is making good progress on his quest.
Your visitor knows what he wants, so all you have to do is show him that he's finding it. It is the scent trail that conveys relevance to the visitor. A scent trail uses relevance to route visitors according to interest. Scent trails are relevance routers.
Relevance Routing™: Landing Page Strategy
You know that your carefully optimized page is relevant to the search words you've targeted. But the trick is to
make sure your visitor recognizes the relevance when she arrives, no matter what page she arrives on!
In order to recognize relevance, the visitor needs to see the phrases she typed, prominently displayed, with seconds of arriving from a search. That is a 100% reliable clue that she is on her scent trail. If she doesn't see those words, she'll probably click that "Back" button faster than you can say "irrelevant".
If your search engine marketing strategy is integrated with your relevance routing, then your landing page will be delivering the traffic for your top website marketing (conversion) keywords.
If you display those specific keywords prominently at the top of the page, then your highly targeted visitor will immediately recognize the relevance of your content to her search. If you have a well-laid scent trail on that page, then the visitor will know exactly what to do next in order to continue on her quest.
Relevance Routing™: Link Target Page Strategy
The way you keep a buyer happily making progress in her preferred Buying Ritual is to
anticipate visitor agendas and lay down scent trails for each of them. The agendas become quite obvious once you account for several common Buying Rituals.
In general you will find that at any given point people will want to do one of three things:
- Learn more about the topic
- Be alerted to related information
- Take an action (e.g., initiate contact with you about your offering, or download something, or register, provide info, buy.
Agendas must be anticipated and the corresponding scent trails well marked
Next: The key to understanding how to design effective scent trails is Outreach Orientation™
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