Search marketing is traditional a bottom funnel tactic. You target paid search terms that catch your leads when their pretty much ready to buy.
But what if you could catch people early? What if you could lubricate your funnel with paid search?
Today, we’re going to talk about how that’s actually possible.
People Don’t Search at the Bottom
95% of people use at least one search channel for top funnel discovery. Subsequently, 94% use search at mid-funnel and 93% at bottom. (Before you ream me for some B.S. about over 100%, we’re talking the same people sliding down the same funnel, so relax, ok?).
So, guess what? Every search is a potential customer now. Makes you want to find out more about search marketing at the top of the funnel, right?
Once customers and leads are in the middle funnel terms, they’re rounding their research. This can be an extremely valuable inflection point where you can influence them with paid search.
Essentially, you must unlearn what you have learned. Old dogs can learn new tricks and when you begin to delve deeper into the customer journey especially when it comes to SEM, you’re going to discover a fluid world abounding with incredible opportunities.