In today’s world, consumer-oriented marketing has become the norm. The question is no longer “What can the customer do for me?”, but rather “What can I do for the customer?” If you’re a business owner, the answer is satisfying your customers’ needs with your product or service. However, it isn’t just about what you can bring to the table – it’s how you talk about it.

 Odds are, you describe your business differently than how your customers would describe you. At Addison Clark, for example, we often use technical terms like “click through rate” to evaluate pay per click (PPC) campaigns. However, we don’t want to confuse our clients with marketing jargon. They’re more interested in how our marketing efforts impact their bottom line, like how their Google Ads campaign resulted in more website visits or customer calls.

Though these differences in language seem small, they can ultimately impact your overall marketing strategy. The terms that you use to describe your product or service may not be what customers are searching for online. That’s why it’s important to be intentional with the keywords you choose for your website or SEO and PPC campaigns. Think about what common questions your customers ask you, or ask them how they’d describe you. You can also perform some industry research and see how your competitors talk about themselves.

If your audience is finding your competitors online before you, it may be time to reevaluate your keyword strategy. Make sure that the language you’re using to describe your business is relevant and reflects your customers’ needs and intentions.