Six user needs could define the future of your organization… why? Take a look …Many brands, organizations and institutions claim that making content does not work for them; and they say it knowingly; they have blogs or content sites but in reality they do not know if that has brought them any benefit. The problem is not the content. It is the strategy. Mexico Phone Number List And it is that to have a good strategy it is necessary to know the search intentions of our audience. Content is king … but search is queen, and she rules Isn’t it obvious why? Think about it. Regardless of whether a brand has commercial, awareness, reputation or even non-profit reasons … if you don’t know what your audience is looking for on Google, you will only be making nonsense content… because it will never appear in your search results. Taking action by developing content based on the user’s search intent is key to achieving growth. Being in constant contact with their smartphones and tablets, people search waiting for immediate answers. The concepts they seek, the sites they know, and the videos they watch don’t just express their intention to find something; define your decisions … including purchases and loyalties. The needs of the users originating the searches You don’t wake up feeling a need. It comes at different times and circumstances. That is clear even in the way people speak: “I need something”, “I want something” … and that language is even used in the way they consult; conversational language is increasingly used in online searches. When it comes to searching, people literally write their needs on a form, but what exactly are their feelings or emotions driving their searches? A recent study was conducted with Kantar to better understand user needs that drive search behaviors. Study on the needs of users Many marketers are familiar with Kantar’s NeedScope , but for the uninitiated, we’ll say it’s a qualitative and quantitative targeting approach that uncovers functional, social, and emotional drivers in consumer behavior within a given market.
In essence, NeedScope provides a framework for understanding why people make decisions in a certain way. Each of the above states is made up of a combination of emotional, social, and functional needs. Emotions are the foundation of these states. The truth is that decision-making is not a rational process, but is based mainly on how people feel; the rational brain justifies the reasons for our choices only after they are made. How to create emotional content with the needs of users Large companies often use a research approach like NeedScope to guide brand strategy and creative execution. If you have, for example, a portfolio of shampoo brands, you would make sure you have brands that take care of every state of need. Therefore, you could have a shampoo brand targeting the ‘Reassure Me’ status. And everything from how the product works to package design and messaging would be designed to make the consumer feel comfortable, safe, and calm. An example? the Head & Shoulder shampoo that ensures to eliminate dandruff. User needs define their searches on Google On the other hand, there would be another shampoo brand aimed at the state of need ‘Impress me’, with a more glamorous image that could be credited with the endorsement of a celebrity who looked powerful or ambitious. P&G, which owns Head & Shoulder, also owns Pantene… and uses the ‘Impress Me’ need there. For ‘Emocióname’, they use the same product but another message, generating connections according to ideals and aspirational projections, more charged today to reputation marketing . ow user needs connect with search and content Before starting the research, it was thought that the search behavior and its micro-moments might be dominated by one or two needs. ‘Educate me’ seemed like a no-brainer because search is inherently an exchange of information, but the best research often has a surprising element in the results. In this case, it was found that the search behavior is driven not by two, but by the six needs already stated.
These needs have a profound impact on search and its variants, how long does the query last? How many times does a person press the back button? How many tabs does a person have open? What device are they using? the number of search repetitions if a person prefers text, image or video results? How many different things do they type in the search bar? Are they doing voice searches? OK Google and the importance of featured snippets We know that searches are not just done at random times, Mexico Phone List they are driven by needs. The quest to meet these needs is a part of people’s decision-making processes, so emotional drivers are largely an extraordinary guide to developing content. We need to think about what needs our product responds to and write all the questions that we consider our audience could google in each of these needs. Once we have written those questions, we will have the titles of the content that we must develop. If you are interested in delving into it, you can read our basic guide to Content Marketing . The most basic marketers tend to think of search as purely transactional. This is very shortsighted. Today they should change their focus thinking about the six needs of the users and the searches that this will originate for their brand. Emotion is basic when thinking about campaigns for other media such as print or TV. It should also start to do when it comes to searching.