The implementation of Semantic Analysis in the SEO strategy allows to develop, plan and execute a semantic content plan adapted to each stage and channel of the Customer Journey. This implementation must follow a precise methodology to be effective.
Thanks to the previous study and audit, we will be able to perfectly understand what the user is looking for and what he needs. In this way, we will be able to create the expected content and “send” it in different formats to guide them through the purchasing process.
To achieve this precision in responding to the user at the right time with the right content, it is crucial to understand the Customer Journey and its different stages.
What is Customer Journey?
The “customer journey” or “buying process” is the journey that people make from the moment they identify a need for a product or service until it is satisfied.
There are several stages in this journey and each one has different needs.
Generically, the stages are as follows:
- Discovery
- Consideration and research
- Purchasing and loyalty
For each stage we must identify the touch points between a person and the company and create content that corresponds to what the user expects.
Stages and objectives of the Customer Journey
Below is a breakdown of the different stages of the Customer Journey and the objectives we should set for each one. The digital marketing strategy will have to be defined according to these objectives.
Recognition of a need
This first stage is crucial to create or capture consumer desire and need, present in a multitude of online channels.
At the moment they encounter your brand (point of contact), the goal is to build trust and position your company as a credible source of information. At this point the user does not have a clear intention to buy, so we must avoid aggressive messages and position ourselves as a source of valuable information and inspiration, with a lot of added value.
It is at this stage that the construction of the brand image begins, from a qualitative point of view.
Purchase consideration
In this phase of the journey, users start to compare between different companies that they have detected can satisfy their needs. There is an evolution from desire to a possible purchase intention.
It is at this moment when you have to position yourself as the company, the specialist or the product that the user really needs above the rest.
To achieve this positioning, content must be created with the objective of contributing, helping, being useful and being a reference for the user. Only in this way will we begin to influence their decision.
Purchase decision
The moment arrives when the user is ready to select a professional, product or service and make the purchase.
Impacting the user on the most advanced features of your product or service and advising them will definitely influence their decision and subsequent evaluation of what they have purchased.
The sale does not end the user’s relationship with your brand or company. In fact, this last part is not, because it has only just begun. The goal is not only to make the sale but also to build loyalty and convince the user in the long term.
This loyalty will make the user become a promoter of your company and/or services and attract other users. In addition, an already convinced/loyal user will be interested in your brand or business again.
Semantic Content Creation
Thanks to our previous work of semantic analysis of keywords, search intentions and SERP results, we will be able to generate content that will help the user to move forward in their own journey.
Semantic analysis in content creation
As we told you in our previous article, in recent years Google’ s algorithm has set itself the goal of understanding us better in order to offer us better results.
Specifically, it studies the relationship between individual words in a search query to create meaning or context. That is, through concept matching, synonyms and natural language algorithms, Google understands language as a human would.
Semantic analysis aims to improve the accuracy of search results by understanding the user’s intent through the contextual meaning of their search. This will help us create content that gives the right answer to what the user is looking for.
Content Types
As we have just seen, we will have to generate specific content for the user depending on whether they are in a moment of discovery or at a more advanced stage and closer to the final purchase.
These contents must reach the user in different formats and platforms, but… Which is the most appropriate for each moment?
Contents in “Discovery” phase
At this stage of the buying process, the user has just met us and does not have much information about our product or service. However, he/she intuits or knows that he/she may need us.
It is at this point that we have to offer generic information about us and what we can offer. We have to approach and start aligning the user to our value proposition.
For this purpose, content such as:
- Articles on trends and/or fashions related to what we are and what we offer.
- Current articles about our brand.
- Ideas and recommendations about our products and/or services and various other related ones (it is important not to limit yourself to your own brand but to provide a broader vision).
- Viral content related to our brand
- Data and general information about our products and/or services or our brand
This type of informational and inspirational content will allow the user to identify or create a need. We will be a reliable source of high added-value content, in addition to raising awareness of our brand.
Contents in “Consideration” phase
The user has a need and looks for related information or inspiration at different times and channels. Little by little the interest becomes more precise and converts the initial need into a desire to buy. It’s time to keep generating the right content to help convince them when it’s time to buy.
For this phase, the contents we will develop are, for example:
- Manuals and practical guides
- Reference documents and/or articles
- Third Party Opinions and Insights
- Research papers and/or articles
- eBooks
- Webinars
These contents will be contributing and helping the user in such a way that we will be able to positively influence their purchase decision. In addition, it will define us as experts in the solution that best suits them.
Contents in “Decision” phase
At this point in the customer journey, the user has already decided to buy and we have to help him to make the step, of course with one of our products or services.
For this purpose, the contents we have to generate may be:
- Product or service details (technical data sheet, detailed description, advantages…)
- Testimonials
- Reviews and comments about our brand and our solutions
- Documents with success stories about our solutions
- Free product trials
This last “push” will end up converting the user into a customer.
Channels for content dissemination
It is essential to offer a person valuable content that corresponds to their intention at each point of contact with the brand. It is equally important to know and choose the channels through which we are going to deliver it.
Each phase of a Customer Journey has its own dissemination channels to better connect with our target, the “Buyer persona”.
These are some of the channels or platforms you can use in the three main phases we have identified.
- Discovery – Own or third party blog, website, social networks, landing page, press or digital magazine, newsletter, referral…
- Consideration – Videotutorials, web, blog, webinars, ebooks, social networks, slides…
- Decision – eCommerce, marketplace, app, landing page, social networks, email…
There are channels such as social networks, the blog or landing pages that can be useful at any stage as long as we develop the right content.
In short…
The management of content, formats and channels summarized in this table requires a global strategy that integrates the different areas of digital marketing but puts the user at the center of all of them. We are referring to Inbound Marketing.
Thanks to Inbound Marketing and its Automation tools, we will be able to accompany and be in contact with the user throughout the customer journey.
In a future blog post we will explain how to implement an Inbound Marketing Strategy. In the meantime, count on our help to perform a semantic analysis in your company.
