Challenge: Need to capture additional revenue by expanding market that hadn't been growing for several years
Approach: Extract and generate content based on business-critical keywords and high-converting, high-search volume related keywords.
- Identify keywords: extract high-converting keywords from paid and organic search sources
- Identify related keywords: Extract related keywords based on less relevant but highly searched keywords from your core keywords.
- Content expansion: Create products and content utilizing relevant keywords and set up ad landings.
After focusing on "sponsorship" (200,000 searches per year), UNICEF analyzed its internal keyword performance to expand its market, created content around "donation" (600,000 searches per year), and expanded into the "donation" market through advertising, social, and SEO. With just a small portion of the 600,000 "donate" market, the organization was able to capture a large amount of additional traffic and revenue. With a high-converting keyword mix, the organization was able to capture a high return on ad spend and expand its market, which had been stagnant for several years.
TIP ! When you create a customer segment, you can see the characteristics of the customers who buy your products.
Conclusion: 3 steps recommended to expand your market
- Look for pie expansion clues in your core keywords
- Expand the pie with related keywords
- Expand content to drive traffic/sales