Good business

If you Google “face mask” right now, you’re going to get over 1.3 million search results. You don’t have enough time in a lifetime to sort through 1.3 million search results to choose the best face mask.

And, neither does your customer.

What we know about the modern world is that there is no shortage of content. What's missing is not quality content. There's plenty of that on the Internet. 

What's missing is content that speaks to the people you're trying to reach, right in their moment of need.

Google thrives in part due to this confluence of information deluge and scarcity of relevant content. Google has built its business model around sorting the web into buckets of relevant content, precisely validating the lack. For Google, this is good business. Not so much for you.

This is why a searcher would type in a term, browse the first five options, review two and click back out to Google. Unless you're in the market for toilet paper, you might not take the first option presented. Even if you’re shopping for T.P., you probably have a brand or texture preference. Soft or extra soft? 

If your search isn't yielding success, you can click back out, try again, then check 10 more sites.

Two hours later...you're wondering how a simple search for "air purifier" led you down the rabbit hole of George Carlin bits on YouTube.

That’s how your customer feels. The good news is that you can do something about it.

Why is it so difficult to reach and convert the ideal customer who is already searching for your brand? What if there was a way to show up precisely in a customer’s moment of need? 

The key to showing up before the right customer is to first understand their buying journey. That way, you can better anticipate their needs.