Finding the right mix between marketing focused messages and customer focused messages is a real art and, in my opinion, at the heart of creating a powerful marketing strategy.

Interviewing your existing customers is one of the best ways to uncover this mix and find out what your customers really value, really want, and in the case of online search – what they really look for when trying to find someone that does what you do.

The customer interview process, interviewing our customers’ customers, is a system used by the Duct Tape Marketing coaches as part of the strategy planning process and Australian coach Joe Bowers and Canadian coach Elizabeth Walker took this a step further by actually inserting the interview question – “What would you Google if you were looking for this kind of services/products?”

Try it sometime with your customers and I think you will discover some potentially powerful keyword phrases that you may not be optimizing your web pages for.