All language subtitles for 05 - Keyword research Observations

- [Narrator] In your organization,

who talks to customers the most?

If you have a sales team,

they are likely your best source of keyword ideas.

First, it starts with a few questions

that you can ask anyone in sales, customer service,

or any other people-facing work,

or start a program to go

to your customers directly and interview them.

Create questions that enable the customer

or audience to formulate their own words and descriptions.

Short, open-ended questions will prevent you

from leading people to say what you want.

The goal is to have the customer describe,

in their own words, the benefits, results,

and resolutions enabled from working with you,

your company, and the overall experience.

Second, if your company has reviews,

go through them to find similar information.

You can also mine additional questions from sales emails,

live chat logs, webinar chats,

or social media posts or internal search data

if you have a search function on your website.

Interviewing customers live or face to face is always

a preferable option, as you can hear their voices

and get the nonverbal reactions,

but if this isn't available to you, then take advantage

of the many survey tools available online.

You can create a survey quickly

and inexpensively and ask your customers direct.

When creating a survey, you'll want to include a good mix

of quantitative and qualitative questions.

A quantitative question measures the response

on a numerical scale, such as,

"Would you recommend our company

with zero being no and 10 being absolutely yes."

This ranks the response in a measurable format,

and we can rank the responses accordingly.

Quantitative questions are easily reported in bar charts,

line graphs, and other visual methods that make it easy

to quantify the responses in a measurable format.

I like to remember that quantitative measures the how much

or how many feedback.

Qualitative questions measure the why.

Qualitative questions are open-ended questions

that allows the respondent to describe things

in their own words.

This enables a more emotional response where the impact

or depth of emotion enables a better understanding

of the customer.

The questions listed in the beginning

of this video are all qualitative questions.

Asking a customer, "What influenced your decision,"

will provide you with customer data in their own words.

Both are valid methods of collecting data,

and they work together to confirm assumptions

or test responses.

Many times, qualitative surveys can be done very quickly

to gauge a quick response and feedback on an idea.

Then, qualitative is used as a followup to test the theories

from the quantitative results and gain greater insight.

The words gained from interviews, reviews, surveys,

and call logs are a gold mine,

as they are direct responses

from customers in their own words.

These can form the basis of creating sales content,

comparison content, or support content

for existing customers.

They may also make you aware of a problem

or opportunity that you may have never considered.