Optimising the Buying Cycle II
Tying Keywords to Desired Actions
Understanding the buying cycle and its various stages and channels is essential for online marketing success, equally as important is tying the keywords used within each to a desired action or outcome. This paper discusses keyword research, as well as prioritisation and management of keywords, discussing how they fit into the various stages of the buying cycle to deliver desired actions or results. The paper offers tips to natural search, paid search and social media specialists to assist them in polishing the language they use within their campaigns across the different channels to ultimately enhance their effectiveness and increase results.