Conversion makes marketing affordable.
If you double the conversion rate of a website from 1 to 2%, you only need half the clicks.
Conversion is the most impactful skill in marketing.
The logic of this framework is that when you know better what people want, the chances of converting increase, and you can build more performing content and websites.
The market audiences framework serves as a guide to producing content that people want.
Competitor websites are not yet built for markets, audiences and the buyer journey. This is an opportunity to get ahead and put your expertise to work.
Benefits of a Conversion Framework
The levels of visitor intent are so consistent that you can build a process for it.
- You can predict which search phrases will convert in advance
- You can prioritise which content needs doing first
- You can map them and see missing content
- You have a better idea of how to progress the visitor’s interest
It’s easier to write content and build out a website when you have a blueprint
Congruent Content
High conversion rates escalate your profits and power growth (via Search or Social). You acquire them by delivering the right content to your visitors at the right time.
- Conversion is more important than SEO and the click
- Website structure is more important than the design and the writing.
- Navigation is how you ask ambiguous (most) visitors what they are interested in.
If visitors are in the wrong place, it does not matter what you say.
Predict Conversion Potential
The value of the words people use becomes more apparent once you interpret the level of their intent.
You can tell which clicks will convert, and why
Map them out in advance.
Targeting conversions with the website
Keywords are not the best way to target your seo, writing or audiences. The result is too fragmented.
You could separate and target the 5% ready to buy and now, that is no longer always the case. We now have earlier stage interest too, this is ‘the change’.
Targeting your content at the Market, Audiences and Buyer Journey words is a more cohesive way to develop the interest of those valuable clicks.
Target the true target audiences behind the keywords.
The types of words to target
- Market Words, each with their own consistent subset of buyer’s journey words – these are the things you help them with, your expertise is what they seek.
- Low level of intent is brand work
- Mid level of intent is where the gains can be made
- High level of intent are naturally
- Buyers Journey Words, the patterns of AIDA, the funnel is 100 years old for a reason.
- Audience Words, the word combinations that give people identity also double the rates of conversion
Combinations of those three types of words are what convert
Match Intent with content
Build a website that uses the words that represent your target market, target audience and leverage intent to win bigger.
- Use those words purposefully in the URL, headlines, breadcrumbs, and most importantly, internal links.
- Knowing the value of words matters when you build out the structure.
The proper structure attracts the right people, generates more clicks and engagement, and leads to higher rankings for the words that matter.
Helping you win
Your website serves your existing audience. Use your existing data.
- Extract, Map and Plan to Target those visitors with the most Intent.
- Organise the content around the markets and audiences.
- Convert more
The conversion rate relies more on the website build than the copy.
Unless you are in front of the right person at the right time, it doesn’t matter what you say.
How do you build a website around your target markets and audiences? How do you get in front of the right people at the right time and understand what they want?
The most impactful conversion problems
However, the most significant negative impact on conversion rate is not resonating when people first land on the page. This is closely followed by not resonating with the other words you use.
- Not knowing what visitors want.
- Not knowing who they are
- Not knowing what conversion stage they are at
Pages need all the signals that visitors look for. Do you have what they are looking for, do you have something to say and do you serve them, specifically.
Answer those things positively, and we’ll do better.
All this data is in the search stream.
Organise content around the visitors
BY understanding what people want, who they are, and how far along with research, we can make more connections.
Just moving content can make a huge difference.
Many websites are focused on what we want to say, rather than what visitors want to hear.
The Trilogy of Intent
It helps to know which words will convert in advance through a comprehensive intent model
When you know what people want, it’s easier to know what to say. Even easier if you know who they are, and where they are in their research.
Disconnected Marketing and Sales
- Marketing is disconnected from Sales
- Brand is disconnected from Performance
- Search is disconnected from Social
- Websites are disconnected from Markets and Audiences
Defining Markets and Audiences will help us navigate
Marketing convergence.
It has to happen. Our way out of the AI Tsunami is to build an ark and have everyone in it.
Expertise beats the AI explosion.
Extending and combining the expertise in what we do, being innovative
- Combining expertise (Marketing and Sales, for example, or PPC and SEO, or Brand and Performance)
- Leveraging what we do across disciplines, in partnerships
- Considering Solutions as well as Products
- Compounding results with Search and Social for the same audience
Results are doubled through expertise in those we serve.
Universal Language of Marketing and Sales
Defining what a market and an audience is should be our first principle.
There are very few definitions that we stick to,
What is a funnel?
What is a target market
The intent behind the words
When we recognise that the patterns in all our words match buyer intent, we can respond, engage, and achieve better sales outcomes.
Our words, and the words used by prospects, have varying levels of sales potential, whether face-to-face, over the phone, or in writing.
The intent behind the words means ‘what people are looking to do’.
When we spot it or its absence, 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 marketing and sales world.
We can use 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; conversations change as they progress, and 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.
