In this article (and video above), we’re gonna run through the process of using a keyword planner for YouTube and not just Google Keyword Planner. As well as a number of other keyword tools that will really help get this keyword research process dialled in. So we can connect with our customer avatar and meet them with the right message at the right time in their buying cycle.
If you haven’t already, check out the last article I wrote about how to create your ideal customer profile. We’re gonna be building on that in this article and it’s super important to have your customer profile complete before putting what we’ll be talking about today into practise.
It’s not as simple as just finding a good keyword
Then place an ad or try and rank some content for it. Then people are just gonna come rushing in and buy your stuff. That’s not how it works.
We’ve gotta meet people with the right message at the right time based on where they’re at in their buying cycle. Keywords is just one part of the equation. So what I’m gonna do is share with you an exact process that I would go through to really start to identify the right keywords to connect with the right people based on the product or service that my business provides.
Right, we’re gonna dive into how this works. So let’s say for example that I am selling an online business education programme that can help people transition from an unfulfilling corporate career into building the type of business and life that they love. Now, what’s important is I need to understand where somebody’s at what’s the pain or problem that they’re actually experiencing so that I can position the solution through value driven messaging to them at the right time to help them solve their pain or problem.
So in that example, my avatar was somebody who’s deeply unfulfilled in their career, they’ve been working the same job for 20 years, they earn good money, they’re successful by society’s standards. But they know that if they keep doing this for another three or four years, they’re gonna literally go insane.
They know that they don’t want their entire life to chalk up to just building their bosses dreams instead of their own. They know they don’t wanna slave away till they retire for 60, 70 hours per week, doing something that they don’t love. At the deepest level they know that if they don’t make a change one day, they will wake up and they will feel that they regret their entire life. They will regret that they never went for it. And they don’t wanna live with that feeling of regret.
Now if that’s the avatar that I’m trying to connect with to solve this pain or problem, I need to find the right keywords that are gonna indicate that somebody is at that stage in the buying cycle. A lot of people might look for initial keywords like ‘change my career’. So if I was to type change my career, the issue with that is that yes, there might be some people who go on google and type change my career who are suffering with that pain or problem. But a lot of people that are typing change my career, are not necessarily gonna be that person. They’re not experiencing that pain. And since the way that we connect with humans is we connect with the pain, we connect with the emotion. We need to make sure that our message right, which is down this thread is getting in front of the right people.
There’s a really powerful tool that I use for keyword research, called Keywords Everywhere. It lets you see the search volumes of keywords at the top of any google search, and you can also see the related keywords to the one you typed in. Now what we’re doing is looking to combine keyword searches to high search volumes to indicate that there’s a market there that we can tap into. But we also wanna be targeting those keywords that indicate that, the people typing the keywords are actually suffering with the pain or problem that our product service can solve.
If you’re struggling for ideas for keywords there’s a way you can really get into their world and that’s to go on a virtual journey as your avatar. What I mean by that is start an initial google search with something you think they may type, in this example ‘change my career’ then look for what would catch their attention. Which links would they click? What would they be interested in? Read the articles they read and watch the videos they would watch. Keep following this thread and write down any keywords which come up, think of them as the sign posts that catch your avatars attention.
We’re looking to get to a point where you can present a marketing message that connects with them at the exact moment they’re for it in their search process that connects at the right moment where they at. You connect with their pain, you connect with their problems, and you transition into a potential solution to their pains and problems.
Use your keywords to create ads
So if you were targeting the keyword ‘most rewarding careers’. An ad that you might run to this keyword could be something along the lines of three things I realised when searching for the most rewarding careers. And the ad copy might say, before you go any further on your career hunt, consider these points and how they might change your outlook.
And then they click through on that ad and they go through to a landing page that talks through, why you were looking for rewarding careers, because you’re in the space where you hated your job and it was thoroughly unfulfilling. And you had this realisation that if you don’t make a change, at some point, you’re gonna wake up regretting your entire life. And when you were in that space, that was when you started uncovering potential solutions to solve this beyond just going into another career, because you realised that going into another career wouldn’t necessarily solve the problem. You’re still trading 60, 70 hours per week of your time working for someone else building their dreams, you’re still not truly doing what you love. And really, it was just a compromise to try and make things a bit more bearable, but really deep down wasn’t what you wanted.
And that’s when you discovered online business as an alternative where you can actually build a business around what you love, around your passions. And by going down this path, you then came across some of the most powerful online business education companies available online. And what you learned was and then transition bridge from there into the solution that your product or service provides.
So that would be an example of connecting and meeting someone where they’re at connecting with their pains and problems through your messaging, and then bridging through to a potential solution that solves their pains and problems.
The keyword research tool I’ve mentioned already is Keywords Everywhere. Another one is Google Keyword Planner. It’s a free tool that you can use. Keywords Everywhere by the way is super cheap. They do $10 for 100,000 credits. I spent this $10 about a month ago. Still at 74,000 credits and my team across my businesses are using this as well. So it’s not just me. We’ve used about $2.50 in the last month across a team of us, it’s super affordable. If you wanna check that out, just Google search Google Keyword planner to access it for yourself. What I would do is take some of the keywords that are looking most promising, like most meaningful careers or most rewarding careers, and then I drop it into discover new keywords in Keyword Planner search results. And it’s then gonna show me related keywords, keyword ideas that are related that people are actually searching for.
What you’re looking for is if you can start to identify some threads to go down. What Google Keyword planner is gonna give you is a whole tonne more keywords that are related to the ones that you’re currently searching for. And what you may also come up with is just a little gem every now and then that you like which will be a brilliant idea of a keyword to target. And then you drop that one in as your seed keyword at the top. And then you have a different thread to connect with people on this journey where they’re actually trying to solve that pain or problem.
The final thing that I wanna share with you in terms of keyword research tools is I do a lot of stuff through YouTube, for example, this video and also my paid marketing goes to YouTube as well. I use two tools on YouTube, the main one is called Tube Buddy. So if I was searching for best careers or something like that. Now Keywords Everywhere as before is gonna give me the search volumes on YouTube.
It does on every search engine but Tube Buddy on the right hand side is gonna give me access to a whole bunch more data like the most used tags for these keywords, related searches for these keywords. How good is this keyword to try and rank for, you can see how big the search pool is for that keyword. Another tool which is similar to Tube Buddy is vidIQ, similar sort of concept. It’s gonna give me competition scores, related keywords, and so on and so forth. So between those four tools, that’s Keywords Everywhere, Google Keyword planner, Tube Buddy and vidIQ.
This forms the entire backbone of my keyword research process. But the most important thing, again, I cannot stress this enough, is we’ve gotta go through this exercise, as if we are our ideal customer. Search what they would search, look at what they would look at, click on what they would click on, learn what they would learn, type into Google the potential solutions that you found.
What’s gonna happen is each time they come up with a potential objection or a problem or a question, something that they’re clear about, all of these inflexion points in their journey, are points where you can connect with them based on that keyword search term. This is where you can deliver the right message at the right time to provide value and help them solve their pains or problems.
It’s connecting with these inflexion points where they have questions, concerns, thoughts, ideas, and potential solutions. It’s all allowing you to bridge from that into providing the solution. Hopefully, that makes sense and gives you some ideas. If you have got something from this please comment with that light bulb moment you had or that idea that’s coming to you.