Market Audiences: Conversion Framework
To make marketing and sales affordable, we need to convert more.
It will help to know which words are most likely to work.
Universal Language of Marketing and Sales
Whether face-to-face, over the phone, or in writing, words have varying levels of sales potential. When we recognise that the patterns in all words reliably match buyer intent, we can respond, engage, and achieve better sales outcomes.
The intent behind the words
Intent means ‘what people are looking to do’. When we spot it, or the absence of it, our response is more measured and productive.
There are reliable patterns in our prospects’ words that give us clues to their level of intent. They are easy to read, and once pointed out, you will probably recognise how these patterns already fit into your own marketing and sales world.
We can make more use of that underlying universal nature of sales conversations to improve results.
Applying Intent
- Likelihood to take action increases along a timeline
- What they are trying to ‘do’ changes (stages of decision making)
- We craft our response around those changes
- We can focus our inbound and outbound messaging around the right words.
The language people use makes it easier to predict what they want in the moment, and crucially, what they might want next. You see it by aggregating all the times it happens.
Why Intent Matters
The success of marketing and sales lies in timing; the conversations change as they progress. Evaluating those changes can pay off.
- Avoid wasting the hard-earned attention.
- Avoid spending on things that lead nowhere
This framework delivers:
- Higher conversion rates and ROI by matching content to visitor intent
- A clearer understanding of exactly what your audiences need and when they need it
- More predictable marketing outcomes through pattern recognition
- Ability to perform gap analysis (what is important that audiences are NOT searching for)
- Content that resonates throughout the entire buyer journey
- Better product-market-audience fit.
Consistently say the right thing to the right person at the right time.
Core Concept
Over the years, testing the outcomes of words used in search engines led to the emergence of a revolutionary marketing and sales language model that predicts conversion potential. This framework helps businesses consistently deliver the right message to the right person at the right time.
It’s a new understanding of the old, more granular, and so far has been remarkably accurate in predicting outcomes. It will be interesting to see the evidence accumulate and what we discover as we deploy across various industries.
This isn’t just an SEO approach. It’s a fundamental rethinking of how words work in all marketing and sales. Keywords are just one highly-evidenced way to look at it.
Yes, by understanding the value of search terms in advance, we’ve developed a system that transforms ads, content and how websites are built. The vision is beyond product-focused landing pages to serve the complete buyer’s journey with precision.
The added value is applying your expertise with consistent results.
The basics include how we define some common words
Marketing and Sales Word Definition
One of the enduring mysteries in marketing, an industry known for its communication, is why the language is so arguable. Unless we are sure about the words, we won’t learn anything from each other.
- Market Words – What people want
- Reveal specific needs and interests, the ‘thing’ they need help with.
- Forming the foundation and direction of conversations
- Shows what markets exist for your offerings
- Audience Words – Who they are
- Aspects of what people find important in making decisions
- Reveals how people see themselves
- Enables personalisation of messaging
- Product Timeline Words – When they need it
- Indicates position in the buying process
- Helps tailor content to the decision-making stage
- Reveals timing considerations for conversion
Key Principles
It stems from search data and is usable in real life.
Search Data as Unfiltered Market & Audience Research
People write down precisely what they want at the precise moment they want it. The timing makes it commercially valuable, and for the same reason, research-rich.
Results from individual keywords are highly ambiguous, but when analysed collectively, clear patterns emerge that represent the most timely, unfiltered market and audience research available. We’re excited to see where this goes.
The Conversion Formula
Conversion happens when you deliver the right message to the right audience at the right time. Higher conversion rates make marketing more affordable.
Value Prediction Without Measurement
By classifying words and analysing patterns, we can predict value without extensive measurement. You don’t need to measure if you already know which clicks have the most potential.
This approach decrypts your existing search data to reveal insights that were always there but previously hidden. It allows you to focus resources on high-value opportunities first.
Practical Applications
Content Strategy
- Map markets, audiences and buyer journeys in granular detail
- Create content that addresses specific decision stages
- Introduce craft into previously slavishly followed and thin keyword pieces
- Focus on high-value opportunities
Website Strategy
- Structure websites around visitor intent rather than internal organisational logic
- Use words in the fabric of the site that convert
- Take audiences into account and help navigate the sale
- Convert more visitors by addressing their needs at every stage, not just when they’re ready to buy
Channel Integration
- Apply audience insights across search, social, and partnership channels
- Make marketing cohesive across platforms
- Re-use content in multiple locations to compound the results.
Competitive Advantage
- This framework provides unique insights that current models lack
- The smaller and more specific your audience targeting, the less competition you’ll face
- Exclusive market-audience combinations create a sustainable competitive advantage
Conversion patterns are consistent and predictable when properly analysed
Implementation Process
- Break search keywords into individual words
- Group together by market words
- Deduplicate words for clarity
- Classify every word into the three categories
- Measure combinations to infer intent levels
- Create content tailored to these specific combinations
- Track conversion to validate and refine the approach
“We show how to map what audiences are looking for to make content productive, to convert more.”
- Keywords are a meal that you eat.
- Market Audiences is a framework for managing ingredients to make your restaurant more profitable.
Better analogies are welcome.
