Capturing interest when it’s expressed in the form of a search query is said to be the most effective form of marketing. Learning about various audience segments search patterns can help you craft a more enticing message at the right moment in time. Herein we’ll discuss recent findings on several audience segments and how to break out of the ordinary to capture their attention and win their loyalty.

SHOPPERS

The educated buyer is more prevalent than ever and they’re looking for you – online. Half of online shoppers research products through a search engine weeks before making a purchase (“The Search Before the Purchase,” DoubleClick and comScore Networks study). Company Web sites are a critical resource for consumers seeking to learn more about products they’ve heard about or seen advertised. So influential in fact, that Web sites outpace TV ads in stimulating purchase decisions in most product categories.

Yet, marketers must be aware that the average buying cycle is over one month: 85% of conversions are latent – not directly related to a single search session – so focus on the long-term strategy.

With this information, you might reconsider any short-term paid search campaigns that only serve a small portion of quick-reaction consumers. Give them time to research, and give them the information that will fuel their product/service education cycle. Be there when they’re ready to buy. Be willing to look at search marketing as a long-term investment, not just a quick-injection to your sales goals.

As James Lamberti, VP of comScore, said in response to a study his company recently conducted, “Many marketers who are evaluating search marketing are demanding a short-term ROI when, in fact, they're willing to accept short-term losses for their print, radio, and TV spending," said Lamberti. "From my perspective, you have to consider search marketing in relation to everything else you're doing."

TRAVELERS

About 1/3 of travel searchers actually purchase a travel service within eight weeks of their initial search, according to a study by Yahoo! Search marketing, comScore Networks and media shop Media Contacts.

During the study period, 35 million travel-related searches were conducted by U.S. consumers. 80% of those who made a purchase did so online, yet 1/5 purchased travel offline – and many of those purchases occurred after the search session had ended.

Consumers view search not only as a direct response, single-session guide, but refer back to the information they gleaned from a former search session over and again. In fact, 56% of respondents attest that search helped them discovered a new site and 27% said search led them to a new brand. Travel searchers tend to conduct multiple queries and click multiple links per search. Their persistence shows their seriousness about finding the right offer.

Even non-travel service industry businesses can attract new business by reaching out to the travel searcher with slightly off-topic offers. Businesses such as restaurants, gyms, salons/spas, transportation, shopping and recreational services can work on capturing consumers planning a visit to your area.

For instance, a downtown spa normally catering to city dwellers could market to the business traveler by offering free transportation from “downtown Chicago hotels” to the spa (reimburse their cab fare). Experiment with slightly off-topic search advertising at travel sites and major search engines. Your ads should jettison searchers to your traveler-oriented landing page brimming with incentives, discounts and logistical information which will give them something to bookmark as they continue their hotel research.

MOVERS

For an updated method to connect with new customers, look to new movers and try the stress-reduction approach. According to a study conducted by Harris Interactive for Yahoo!, 1 in 4 U.S. adults have moved within the last three years and 60% of them said the experience was stressful.

How to reduce the stress? Local search. 91% of new movers are using the Internet to learn about their new locales and are finding that it reduces the stress of moving, Of course, moving not only plants new consumers within your region, it also means an increase in purchases in the initial weeks following a move.

But before they buy, they need to locate your business. Finding one’s way around a new area can produce much anxiety. Thankfully, the Internet is helping 79% of new movers literally navigate their way around with local maps and directions in the critical first month after a move.

The next most commonly searched for information is entertainment. 64% seek movie theaters, bars and nightclubs to take the edge off of moving. Restaurants are the next most popular search, with 56% searching for their new favorite eating establishments soon after a move.

Other popular search categories are doctors and dentists, grocery stores, home/garden outlets, churches, drugstores, hardware stores, gyms and dry cleaners.

Study their search patterns to find a niche for your business. Use paid search for immediate results, but better yet, pinpoint local or vertical search sites that cater specifically to your audience. And don’t neglect organic search optimization to round out your exposure. Develop new landing pages that specifically offer stress-reducing and money-conserving tips for these transplants – and don’t forget the maps and local area information.

Be there for your new customers during one of life’s most stressful events. Once you establish your business as a new resident’s companion, you can earn their loyalty for years to come.

LOCAL INFORMATION SEEKERS

If you’re online, you’re probably using the Internet to research products and services available in your local area: at least 70% of U.S. households search for local information (Kelsey Group and conStat).

There’s more good news for locally focused business: local online ads are better at persuading shoppers than any other media. According to a Dieringer Research Group report, "How Consumers Use Media To Make Local Purchase Decisions," the Internet influenced at least 7 purchases by study respondents in Q4 2004, compared to just 2 purchase decisions in that quarter that were influenced by TV. When local shoppers search, they’re more specific about which products they have in mind (72%), which brand they favor (41%) and which store they intend to stop at (35%).

Local searchers favor the Internet for other reasons than convenience: it’s the discount offers and sales that seem to be better online than offline. Knowing this, don’t be content to just advertise your business: offer discounts and develop multiple product- and brand-oriented paid and natural search campaigns. Inspire loyalty by acknowledging the things that matter most to your local audience.

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