The Body Shop At Home? What lurks in those cons... at 2005-08-18 10:22:23
The Body Shop At Home? What lurks in those consumers' heads?
Have you ever thought about the public's perception of what you do?
The Body Shop At Home
The Body Shop At Home is a values-driven skin and hair care company that believes in telling women the truth about what our products will do for them. They don't believe in hype. They encourage women to 'know your mind, love your body'. Body Shop At Home products are based on natural ingredients and really do work. The Girls' Nite Out concept - Body Shop At Home's version of the home party - provides an opportunity to try the products before buying.
The Body Shop pioneered the idea of not testing cosmetics on animals. That has become one of the core values of the company. In addition, Community Trade - the fair trade policy we practice with communities in need - allows Body Shop At Home to source both ingredients and products from developing communities, while helping those communities build infrastructure with their profits.
Do you guess that visitors arriving at your site have already heard this about The Body Shop At Home?
That's an often overlooked part in any search engine marketing campaign; you should consider upfront (as you are preparing your keywords, your ads, and your landing page) what the majority of visitors already 'think' about you and the personal care, haircare & skincare you offer. You might consider playing it safe and assume they've never heard of you. That's always the safe bet.
If you're selling iPODs or something very well known, you can approach things much differently. Less time explain 'what' you've got and more time explain 'why' they should buy from you.
If your selling something that seems like a common commodity (vitamins, shoes, cosmetics, telephone services, etc), then you must differentiate your product from the other seemingly similar things consumers might associate you with.
Much of these consumer 'mindset' conflicts should be handled on your landing page, that is, the page where they land after clicking your ad; so before you start any PPC campaign, stop and think for a moment about what your potential customer might perceive as they arrive at your landing page.
More tips for your PPC campaign:
So as promised, below you'll find this weeks installment of search engine tips...
When thinking up keywords, use examples of specific things your product is used for: 'clean floors', clean countertops', 'wash floors', 'mop floors', 'polish stove top', 'remove grime', 'shine appliances', 'disinfect bacteria', 'hide furniture flaws' etc.
That's an often overlooked part in any search engine marketing campaign; you should consider upfront (as you are preparing your keywords, your ads, and your landing page) what the majority of visitors already 'think' about you and the personal care, haircare & skincare you offer. You might consider playing it safe and assume they've never heard of you. That's always the safe bet.