Do You Have More Than 1 Type of Customer?

Keywords 101: Don’t Be Too Narrow

I was contacted by an outward-bound type of non-profit to help them clarify their message. They were struggling to figure out what keywords they should be using in their copy.  We talked about what they were trying to say to whom.

It became apparent that they had two different audiences who needed two different messages.

Customer #1

They needed a website to talk to the participants.  In that site, a description of the program and its benefits could speak to those needing to find that help.

Customer #2

The second message would go out to those who wanted to help fund such programs.  That message talked about a larger overview and less individual results, but more of a wider range of goals met.

It wasn’t until we did the necessary keyword research that the difference became glaringly obvious.

This doesn’t just pertain to non-profits.  In my quilting business, I provide video instruction to beginning quilting students.  I also provide patterns.  These services may or may not be to the same audience.

But, I also provide a venue for quilting venues to reach beginning quilters.  My site allows access to beginning quilters to machine manufacturers, thread and scissor companies and accessory providers.  The keywords that speak to them are very different than the keywords that my students use.

Multiple Keyword Categories

Consider if there are more than one type of customer that you could service.  If so, you will need more than one category of keyword.  You may, like the non-profit, need more than one site, or you may, like me, be able to incorporate both customers into one site and provide plenty of copy using both sets of keyword.

There are so many opportunities out there for craftspeople.  More develop all the time as fewer and fewer people are skilled in those crafts.  The challenge is to find out how to talk to those searching for our wares.  Learning how to work with the proper keywords will ensure that you can reach those searching for you.

For a free guide to keyword tools used by the pros – go to 

http://keywordyourwaytotraffic.com/bribe

About Karen Dennison:

Quilting Professor – Offering Online Quilting Classes – SEO and Keyword Consultant

~Wife of 1, Mom of 4, Grandma of 10, loves textile arts, and UCLA Bruins

~I love textile arts. Tatting, embroidery, cross stitch, tailoring, knitting, crochet, I haven’t yet found a needlecraft that I don’t fall in love with. Read Karen’s Complete Biography