What you name your business can have a massive impact on your ability to acquire new customers. This is because when you lean towards being clear and specific, you can be seen more often by some of the most valuable customers in your area WITHOUT having to even try.
The GREAT NEWS: You do not need to become an internet marketing wizard to win the local game. This section is simply an overview to give you a better understanding of WHY picking the right name is vital.
Understanding Disruption Vs. Intention Marketing
Disruption Marketing: This form of marketing typically happens when you fall into a certain “demographic”. Think of the ads on radio, tv, FaceBook, Instagram etc. You encounter this form of advertising all the time when scrolling on websites and checking social media. Often the ads are for products/services you might have a potential interest in.
The difference is that you MIGHT be interested in them. They “disrupt” what you are doing in hopes of getting your attention and making a purchase.
Disruption marketing is fantastic in so many ways. We will go over how to make it work for you in another module. But for now, as you are naming your business, there is a far more vital element to consider…
Intention Marketing: When you go to a search engine and type something in, those results are put there by an algorithm (basically a Google robot) based on how relevant the pages are to your search.
Intention means somebody is actively searching for the thing you sell. If you offer “charcuterie delivery in Austin, TX” doesn’t it seem to make A LOT of sense to show up if somebody searches for that?
Winning those spots, in many cases, can be like winning the lottery. These top 10 spots are called “Organic Search Results”. (Not “organic” as in “grown without chemicals” it means natural ranking based on being relevant.)
In our research we’ve found that the clicks flowing in from organic search account for 2.5x more sales than any other single marketing activity we are doing.
Understanding Keywords:
Keywords are the term used to describe what words a person is typing into search engines (like Google) in order to locate what they need.
You do not need to think beyond that!
Before the Internet we had to guess what words might work for people, today, we can just ask the computer.
Ask Yourself: Rather than creating a name that’s totally unique and nobody knows about, wouldn’t it make sense to include a keyword to help people find you?
What If You Are Already In Business?
If you are already in business, have set up your site, branding and everything, don’t worry about it. While you won’t rank right away for these words, you can, with time and a bit of effort, become relevant for them.
We will cover that in a later video.