![\"100](\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/sf-cta-100-sales-tips-2016-bottom.png?strip=all&quality=95\")
<\/img><\/a><\/h2>\nThe fundamentals of keyword research for sales professionals<\/b><\/h2>\n
There are plenty of <\/a>in-depth resources<\/a> that can <\/a>teach you the ins and outs<\/a> of keyword research, but it\u2019s helpful to have a baseline understanding of the process. It\u2019s pretty simple to get started: All you have to do is brainstorm a list of terms and topics that you think your customers are using in search queries.<\/p>\n Begin by coming up with a list of broad categories that people may use when searching for you, and then work toward a narrower list of keywords that fit in each category. For salespeople, one helpful strategy is to think about the topics that frequently come up in conversations with your customers. For instance, if you\u2019re a cloud services company, your list may look something like this:<\/p>\n If your company has a Google AdWords account (and it definitely should!), use it to determine which keywords are helping you rank well in search engines. <\/a>Google\u2019s Keyword Planner<\/a> also lets you play around with the keywords you\u2019ve come up with and see estimates of how they might affect your numbers.<\/p>\n Once you distill your list of relevant terms, you can research them on Google or Bing. Don\u2019t forget to take notes on the effects of the various keyword searches on your company\u2019s rankings, as well as that of your competitors.<\/p>\n Throughout the sales process, the \u201cwhat\u201d questions often end up dominating our attention. Queries such as, \u201cWhat do my customers like about my product?\u201d and \u201cWhat is the best way to close this deal?\u201d become the focus when outlining a sales strategy. These questions are obviously crucial to the process, but it\u2019s important not to lose sight of the \u201cwhy\u201ds that spur your customer\u2019s decisions.<\/p>\n Keyword research is essentially a process of learning more about your customer\u2019s pain points, which are the genesis of their \u201cwhy\u201d questions. You can have an encyclopedic knowledge of your product or service, and you may know the perfect time to engage your customer with pieces of information or content, but your sales process can still be improved with a deeper understanding of why<\/i> your customer began this journey in the first place.<\/p>\n You can think of this in terms of non-business related conversations you have with your friends and family. When someone describes a problem they\u2019re trying to solve, you put yourself in their shoes to better understand the situation and convey a sense of empathy. Humans instinctively respond positively to compassion, whether it\u2019s during a sales call or a counseling session.<\/p>\n Companies can quickly become insular environments. You\u2019re working with a team of people to accomplish a shared goal in a unit with a well-defined culture and both written and unwritten standard operating procedures. Much of your waking life is spent gathering and analyzing information about your product or service. There are certainly times where this is beneficial! It\u2019s helpful to be able to speak to your customers confidently about what you are trying to sell them, and your genuine enthusiasm is conveyed to them in myriad ways. But there are still many advantages to adopting an outsider\u2019s perspective. In fact, that\u2019s the entire reason why the consulting industry exists.<\/p>\n By doing some basic keyword research, you\u2019re thinking about your company the way someone would if they had little or no familiarity with your brand. You can then use this information to determine if there are attributes of your product that are being ignored, which you can incorporate into your sales process in certain situations. You\u2019ll be able to better relate to your potential customers as an outsider to the company.<\/p>\n No successful keyword research is complete without an investigation into how your competition ranks for various searches as well. Not only will this give you an insight into your competitors\u2019 business models and specific strengths and weaknesses, but you\u2019ll get a glimpse into your potential customer\u2019s relationship with them as well.<\/p>\n Now, this doesn\u2019t mean finding a competitor with a greater percentage of market share than you and just copying their sales strategy. After all, your company has its own unique value proposition that should be at the forefront of your efforts. But it is helpful to have a deeper understanding of what other companies can offer to your customer, and to be able to intelligently and confidently respond to their strengths in sales situations.<\/p>\n The area where keyword research offers the most detailed and specific information is in your customer\u2019s purchasing journey. It can show you what <\/a>questions people are asking<\/a> at each stage, from when they are looking for high-level information to when they are ready to pull the trigger. Once you know what stage of the funnel they are in when conducting their internet searches, you can use this information in conversations with them as well.<\/p>\n This is critical. Engaging with your customers appropriately based on their particular stage in the process can be the difference between signing a deal and watching them walk away empty-handed. It\u2019s one of the most important skills for a sales professional to master, and it can result in you increasing your lead conversion rate. Learning which keywords are employed at various points in the process is the key to unlocking how you can best deploy the sales tools in your arsenal according to where the customer sits in their journey.<\/p>\n Keyword research has been integral in teaching marketers that SEO doesn\u2019t stop at the point the sale is closed. There are still opportunities to engage the customer for service, support, brand building, upselling, and more, even after they\u2019ve made the decision to purchase. Depending on your business model, these may be important to driving repeat purchases from your customers and building a loyal customer base.<\/p>\n It\u2019s no secret that acquiring new customers is <\/a>significantly more expensive<\/a> than retaining existing ones, and that repeat customers spend more on average each time they purchase. Not only is it less expensive for the company to retain customers, it\u2019s better for you as well. As salespeople, it\u2019s clearly in your favour to develop long and mutually beneficial relationships with your clients. You\u2019ll be better equipped to anticipate their needs and preferences, and they\u2019ll be more likely to earn you a bigger commission. By successfully employing keyword research, you can learn what your customers are looking for after their purchase, and you can address these concerns with them during sales calls.<\/p>\n At the end of the day, the more prepared you are when you go into a sales situation, the more successful you\u2019ll likely be. Much like intensely studying your product specifications and customer demographics, performing keyword research is one more way for you to use data and analysis to be better prepared.<\/p>\n It\u2019s also important to remember that keyword research should be an ongoing part of your sales preparation strategy. As your business and your customers evolve, their specific pain points and journeys will change as well. It\u2019s helpful to research your keywords at regular intervals to ensure that you are on top of what your customers need.<\/p>\n Customer decision matrices and purchasing journeys are becoming increasingly complex in the 21st century, and salespeople need all the help they can get in order to engage clients effectively. Keyword research isn\u2019t a niche tool for marketing managers to increase hits on a landing page. Rather, along with your inherent knowledge and sales skills, it\u2019s a way for you to better understand your business, your customers, and your competitors, and to use these insights to provide value for your customers and increase revenue.<\/p>\n![](\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/basic-keyword-research-001.jpg?strip=all&quality=95\")
<\/img><\/p>\n\n
Focus on the why, not just the what.<\/b><\/h3>\n
![](\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/basic-keyword-research-002.jpg?strip=all&quality=95\")
<\/img><\/p>\nSee your business from an outsider\u2019s perspective.<\/b><\/h3>\n
Better understand your competitors.<\/b><\/h3>\n
Stay connected to your customer\u2019s purchasing journey.<\/b><\/h3>\n
![](\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/basic-keyword-research-003.jpg?strip=all&quality=95\")
<\/img><\/p>\nBuild customer loyalty and encourage repeat purchases.<\/b><\/h3>\n
Research is the foundation of preparation<\/b><\/h2>\n
<\/img><\/a><\/h3>\nShare “5 Ways Basic Keyword Research Will Help Boost Sales” On Your Site<\/h3>\n