When you know what people want
- You start more sales conversations, better satisfy their needs and get more decisions.
We can help you extract your own market audience data and decrypt it. Understand your visitors’ wants, needs and intentions and you will know what to do next.
Market Audiences is a model that tells you what people want, when.
The model will help you make better decisions about what you sell, who to, and how.
Define your market
This is the key moment. We need to agree on what a market audience is, to do marketing better. How do you know what markets you are in?
- A market is for a thing that people want
- An audience is who people are, not what they want.
- Both matter, but the market comes first.
Uncover Your Market Audiences DNA.
Website visitors have many more wants, needs, niches and buying decisions than you might imagine.
Every single word is a clue. There there are 19 types of word across 3 categories.
Market
*Searcher intent, their primary interest is in the ‘thing‘ they are all looking for help with’. Market words tell us what to talk about – Learn more >>
Audience
The niches, who we serve, the elements important to their decision. >>
Timeline
Buyers journey, moments in the decision making process. >>
Get the gift of knowing what people want
*A science in it’s infancy. The annoying colours are to help recognise the meaning of every component word in every single search phrase.
Your search data is precious. But.
Search holds clues to what audiences are currently in the market for, who they are, and where they are in the buying journey. This is incredible market research, hiding in plain sight. Encrypted desire, a database of future intentions, call it what you will – seeing into the minds of whole markets and audiences is a whole lot better than trying to figure out a few clicks.
The bigger opportunity is outside of search.
- Marketers are not asleep.
- They are driving blindfolded,
- Prevented from seeing the wheel.
Decrypt the encrypted
Imagine 3 jigsaw boxes, with the pieces randomly distributed in the wrong boxes. That’s what keywords are. Mixed up audiences, encoded, and misleading.
Keywords are tiny samples of audience DNA. Put them together under the microscope to see what market audiences are looking for. There is so much more to it than you might think.
They are on your site
You can see what the market wants, on your website, in your data. When you see this more clearly, you can influence the outcome.
Absence makes the spend grow weaker. Not all keywords have market words.
Applications
The best market research
Search is the only place you see markets written down, by the audiences themselves. But they are encrypted. Reconstituting the words as markets and audiences shows you content they need at the time they need it.
Value and prioritise word combinations
When you see your most valuable audiences behind the clicks, you prioritise content production, fill the gaps in buyers’ journeys, and steer the conversation around the decisions they are trying to make.
Understand niche audiences
The nature of categories, niche audiences and overlapping ‘personas’ is a big factor in conversion and reducing costs per lead. Vertical has been and will continue to be the biggest driver in value. Specificity is how you maximise it.
- Digital revolves around the understanding of audience acquisition.
- Leveraging that audience knowledge will combine search, social and partnering, it will be how companies win.
Website Information Architecture
Is there a perfect way to organise websites?
Yes, I believe markets exist pre-formed. The market words are a hierarchy around which we can build our value proposition. It is the equivalent of knowing how to start a conversation where people are right now.
The logic is undeniable. People arrive ready to buy, others arrive a long way from buying, they are in different places, they need different content, around the same topic.
Connect the dots, but meet them where they are. Even if they’re on a social platform.
Product Market Audience Fit
Seeing the market audience written down by the audience themselves is highly motivating.
The data is from your own website, once you process it you can see whether your breadth of offer fits.
Automated Self Service Sales Conversations
Websites built around market and niche audiences work better. It makes it easier for them (and harder for us).
They start the conversation, as a group with search. Our website doesn’t work unless we serve their interests.
Deliver navigation, context sensitive menus and content that match their journey.
We can educate the buyer on their decisions based on where they are now.
Shadow Content Development Sites
Exploring ideas for a content production platform, there is no system for developing 3 dimensional website content around topic and niche hubs.
The best way might well be a shadow website.
Ai Library of Expertise
As a way of ‘structuring ‘knowledge transfer’ conversations, the relationship between the interests of visitors and content required for the interactive agents are very similar.
It likely depends on what they already know.
A sales and marketing language model
Our framework and organisational principles and shadow websites could inform the structuring of AI knowledge bases for idea capture and development.
Claude seems quite excited about the idea.
Topics could be a great way of organising sales conversations with AI Agents. Experimenting right now.
Extract search data, deduplicate, map & process.
We can set you up with your data, you own it.
Every word inside every valuable phrase, search term or keyword, can be classified and regrouped around ‘market words‘.
- You can see all the aspects of “the thing they are looking for help with”.
- That market places us in pre-determined sales conversations
- They can be automated