Teach you how to infer the "common needs of the group" of customers from keywords

Everyone has various needs, and when the needs are broken down, there will be more detailed needs. When we encounter problems that we don't understand, we will search online, and keywords become an important clue. How can we use keywords to infer the "group common" needs of customers? Let's take a look at the analysis in this article.

1. Find the unchanging in the midst of change

In this world, everyone has various needs, such as: the need to eat, the need to make money, the need to learn, the need for health...

If each demand is further subdivided, a variety of strange demands will arise.

I don’t know if you have noticed that, whether in the PC Internet era or the mobile Internet era, over the years of continuous development, we have developed an unchanging habit: whenever we encounter a problem that we don’t understand or cannot solve, we will "search" for the answer on the Internet.

We can also reversely deduce the needs and pain points of a certain customer group through everyone's search action.

It can be said that this is the foundation of all business!

because:

• Without demand, there is no purchase;
• If there is no pain point, you won’t pay a high price for it;
• …

Therefore, keywords have become very important clues for us to explore customers’ potential needs and pain points.

As long as you find a niche industry + pain point demand that suits you, it is equivalent to finding a gold mine.

What you have to do is to hold on to this position and keep digging deeper. The deeper you dig, the more stable your earnings will be.

So how do you find such a gold mine?

Since everyone is used to searching, the first thing that comes out of the search action is "keywords".

Therefore, digging deep into the potential needs and pain points behind the keywords is undoubtedly your best source of inspiration.

After all, no matter how the Internet changes in the future, search will be everywhere;

What has changed is nothing more than changing the platform or the way of display and form of expression.

To master this technique is to find the unchanging in the midst of change!

This technology and thinking are the unchanging factors.

For example:

From the previous search engines such as Baidu, to Toutiao search, WeChat search, to the current Douyin search, and then to the next AI directly asking questions and giving you answers, it is also a way of searching...

However, if you want to find business opportunities in keywords, you must master at least two major techniques:

1. Basic keyword + data analysis techniques;
2. basic human nature and psychoanalytic techniques;

The following are specific cases.

2. Keywords and data analysis

You can find a large number of keywords through various channels and tools. If you don’t have analytical thinking, these keywords are just a combination of words and numbers...

In fact, when you get the long-tail keywords of the entire industry, you will find that you can actually subdivide the keywords into multiple types of words.

Below, I will use the "foot odor" track as an example.

After you get the long-tail keywords related to "foot odor", you should first classify the keywords.

For example:

• Common keywords, such as: foot odor, causes of foot odor;
• Question words, such as: How to get rid of foot odor, what to do if foot odor is severe;
• Method words, such as: how to quickly get rid of foot odor, what medicine to use for foot odor;
• Brand words, such as: XX brand foot odor removal product;
• Price words, such as: How much does it cost to treat foot odor?
• Regional words, such as: Where is the best place to treat foot odor in Shanghai?
• Organization words, such as: XX (name of enterprise organization) cures foot odor
• …

You can also make many types of keyword classifications based on the industry.

But here Teacher Fox reminds you that you need to pay attention to:

No matter which channel you get the keyword data from, in the table, you should first focus on the keywords themselves.

You can use other corresponding data as a reference for judgment, or even hide other data directly.

Because the data you get are only based on limited data on a certain platform.

Unless you are studying the playing method of a certain platform, I suggest you hide other data first.

Because what we need to do now is not to simply study a certain platform, but to study a group or an industry. We need to first find the needs of a "common group".

At this time, if you are a novice, when you see too much data, your thinking will be "limited" by the data itself, which will affect your judgment of the entire customer group.

Therefore, sometimes we need to jump out of the data itself and dig deeper into the "hidden information" behind it.

This is a very important and crucial thought, I hope you can understand it!

Okay, let’s get back to the topic and continue.

After we classify these keywords, you will find that there are different "common groups" hidden behind each category of keywords, and behind each "group" there are different purposes and needs.

3. Common needs behind keywords

At the beginning of the article, I said: "Behind every keyword are hidden needs and pain points..."

You may wonder why I ask you to classify the keywords first?

If you classify the keywords as Mr. Fox said before, and then observe carefully again, you will be surprised to find that you have actually classified the customer groups.

In other words, behind each category of keywords is a common group.

If you still don’t understand, you can compare the above categories while reading the following content.

For example:

• Most of the people who search for "common keywords" do not have a deep understanding of the issue. If they want to have a deep understanding of the issue, it will be difficult for you to sell your products to them.
• Most people who search for "question words" already have a basic understanding of the problem, have pain points, and have already caused anxiety;
• People who search for "method words" are looking for solutions, so you can directly sell them a solution, or a product that solves their pain points. This group is more precise and has clear needs.
• People who search for "brand words" usually want to buy a certain brand with a clear purpose. They are usually products from well-known brands. I don't recommend you to buy this kind of products unless you have the financial resources.

By the same token, you can also deduce the demand points behind "price words", "regional words" and "organization words".

Of course, we classify these keywords only to divide the population and needs on a large scale.

After segmenting the population on a large scale, you can also infer the hidden needs and pain points behind each keyword, and even deduce some opportunities in segmented industries.

To achieve this, you need to use the thinking of "marketing deduction technique".

For example:

• Search for "quick ways to get rid of foot odor". This group of people usually have foot odor that affects their work and life, and has caused inconvenience to their lives and social interactions.
• It can also be seen that this group of people usually either pay less attention to their bodies, have tight schedules or are relatively lazy;
• The point is that this group of people usually have little patience and are impatient, so if you recommend them a solution that is easier, faster, and more convenient, they will be more likely to accept it, even if the price is a little higher, or the product can only solve the surface problem, they will still accept it;
• Even if it’s spraying your feet with “perfume”, most of them will pay for this comforting product;
• Since you have determined that they are lazy and lack patience, you can design many marketing methods, such as "counter-du" type of solutions.

Of course, this is just one node of the "marketing deduction technique". This is a set of secret techniques that I developed and summarized myself, which is used to deduce marketing processes, customer behaviors and psychology. This is not the focus of this article, so let's ignore it here.

Okay, now when you have figured out the customer groups behind the keywords, you can then carry out segmented targeting.

After the above operations, the skeleton is built. The next step is to fill the skeleton with flesh and blood. During the execution of the project, you can fine-tune the details.

So, you have a project:

• It’s not just a matter of randomly thinking of a demand and then thinking there is a market for it;
• It is not about just looking at a bunch of data and then making a decision based on your own judgment.
• It’s not just about finding a product at random and then putting it on the shelf waiting for purchase;

Finding the needs is only the first step. Only by analyzing the characteristics and pain points of the group and analyzing what kind of solutions they really want can we create high-profit products.

In the past, there was a serious information gap, and customers had no choice, forcing them to buy your products;

Now that the information gap is shortened, homogeneity is serious, and there is overcapacity, why should customers still make do with it?

The market has gradually handed over the right to choose products to customers, and the cost of customer selection is getting lower and lower;

Using traditional methods and thinking, you will find it increasingly difficult.

However, an article is just an article after all, and its length is limited. I can spend 2-3 hours just talking about customer needs, and it is impossible to finish it in one or two articles.

Look at Teacher Fox, he has written many articles related to "demand" in the past, which shows how important demand is between entrepreneurship and products.

Unfortunately, most people are in a hurry to achieve success, this is human nature.

And no one out there has written in detail about this aspect, and only superficial and opportunistic methods have been made public.

There is no right or wrong method, and opportunistic methods can indeed make quick money;

It all depends on the choice of each person, whether they want to make quick money or seize long-term business opportunities;

But don't tell me you want the fish and the bear's paw too;

There are many things in this world that cannot be achieved at the same time, even if you are an adult, because your time, energy and concentration are limited, coupled with the constraints of human nature, it is difficult for you to break away from the five elements.

Therefore, calming down, focusing, finding an industry, and digging deep into it is the right way!