Here’s how YOUR communities can make keywords work for you again

How the hell do you outbid Amazon?!

If you’re buying keywords, there is a good chance that Amazon will outbid you, right?

So without going to the CFO with your cap in hand, how do you outmanoeuvre them? It starts with understanding the battlefield.

The reality is, Amazon owns the map. They can deploy as much resource as they want, where they want.

You can’t.

This means you have to be strategic and deploy your resources where they can make the most impact.

Take Jane – Jane sold tea. Ever heard of a company called Twinings? They also sell tea… A lot of tea. Every time Jane tried to bid on “looseleaf tea”, she spent a lot and got no sales. Keywords just didn’t work.

Then she started learning about communities. She realised that out there were pockets of loyal drinkers who were serving her tea and recommending it to their friends. In turn, these people purchased and recommended her product, and communities were born.

These communities had a different search behaviour.

When it came to buying looseleaf tea, they knew the brand they wanted but they couldn’t remember the name. So when they searched “Looseleaf tea” and saw Jane’s company, they thought “that’s the one” and clicked.

Compare this to the usual search behaviour – when they see a tea they don’t know and click the one they do.

Working with Herdify, she was able to identify WHERE these communities were and non-branded keywords worked for her again.

This is how you take on Amazon / Twinings / insert your biggest competitor, without having to go cap in hand to the CFO.