Word Up. Banking Keywords that Target the HR Buyer

By now you’ve probably heard how Search Engine Optimization (SEO) should be a primary tactic in your digital marketing strategy ad nauseam. However, loading up your content with targeted terminology only gets you halfway there.

Investing in the right keywords will not only help you come up faster in search results, it can help you secure more qualified leads. So, how do you bank the right keywords?

Take the HR Buyer for example. Aside from word of mouth (WOM) marketing and attending industry events, we know that they will begin their quest for a new solution provider by performing online searches. But what exactly are they searching for? Payroll? Compliance? Workforce Management? It could be any number of terms.

When you’re ready to purchase coveted keywords, the best way to begin is to use a free resource such as the Google Keyword Planner. Type in an industry or a solution, and it will identify popular words and phrases that HR Buyers use when searching online.  And poof, you have a library of search queries at your disposal that you know will garner results. However, avoid the impulse buy.

Buyer Beware
One of the biggest mistakes marketers make when purchasing keywords and phrases is that they try to bag the proverbial elephant, when in reality, the small sly fox may be a more prized possession. Bigger doesn’t necessarily mean better for many businesses targeting the HCM industry.

For instance, we know that “Time and Attendance” will be one of the most coveted terms listed among search results for HR Buyers because of its search volume. But, try to snag this phrase and you’ll be up against the likes of ADP, Paychex, and companies with exponentially higher marketing budgets than your own. This drives up the cost-per-click to over $20, which will likely annihilate your entire PPC budget in less than a day. AKA, wasted marketing dollars.

Foxy Phrases
When the common keywords seem out of reach, you actually have hundreds, sometimes thousands, of alternatives that may end up being more profitable for your company.  Try adding some local flavor to your key phrases by inserting states or regions that will get the keyword you need and help with geo-targeting. For example, instead of just “Payroll,” a neighborly marketing approach would be to get “New England Payroll.” You’ll spend less, while getting more descriptive and strategic with search engine optimization.

Companies can also educate potential customers with less-expansive cost-per-click tactics by securing phrases such as “automate payroll” or “self-service payroll.” Both get you the desired term “payroll,” and go one step further by talking about the efficiency of your solution and services.

Getting crafty with your keyword investments will keep your company competitive and elevate your optimization techniques when targeting the HR buyer. Through long tail keywords and phrases you also have the opportunity to give your audience a better idea of who you are, knowing that the click-through rate will result in more qualified leads. And that’s money well spent.

Searching for more ways to target the HR Buyer? Download our whitepaper that will help you further understand these buyers.