Can I push back on keyword targeting if it doesn’t align with our GTM strategy?

Absolutely, you can push back on keyword targeting if it doesn’t align with your go-to-market (GTM) strategy. Misaligned keywords can lead to wasted resources and missed opportunities. Aligning your keyword strategy with your GTM plan ensures that your marketing efforts support your business goals effectively.

Why Keyword Alignment Matters

When your keyword strategy aligns with your GTM strategy, you’re not just chasing traffic — you’re attracting the right audience. Imagine you’re a B2B SaaS company launching a new project management tool. If your GTM strategy targets mid-sized tech firms, but your keywords are attracting small businesses or unrelated industries, you’re missing the mark.

This misalignment can dilute your marketing efforts, wasting budget and time on the wrong audience. It’s like trying to sell biltong to a vegetarian. Sure, you might get clicks, but those clicks won’t convert into sales. Proper alignment ensures that your content speaks directly to the people you want to reach, increasing the likelihood of conversion.

Steps to Align Your Keyword Strategy

So, how do you ensure your keyword strategy aligns with your GTM strategy? Here are some steps to consider:

• Define Your Target Audience: Understand who you’re trying to reach. What are their needs, pain points, and search behaviours? This will guide your keyword selection.

• Analyse Your Current Keywords: Look at the keywords you’re currently targeting. Are they attracting the right audience? Use analytics tools to assess their performance.

• Refine Your Keyword List: Based on your analysis, adjust your list. Focus on keywords that align with your GTM strategy and target audience.

• Test and Iterate: Implement changes and monitor performance. SEO is not a set-and-forget task. Be prepared to tweak your strategy as needed.

• Consult an SEO Expert: If you’re unsure, consider working with a search engine optimisation expert. They can provide insights and guidance to align your keyword strategy with your GTM plan.

Aligning your keyword strategy with your GTM approach isn’t a one-time task. It requires ongoing attention and adjustment. But when done right, it can significantly enhance your marketing effectiveness.

A Word on Strategy

Here’s the thing. In digital marketing, strategy is everything. It’s not just about picking the right keywords or having a flashy website. It’s about making sure every piece of your marketing puzzle fits together perfectly.

Think of your GTM strategy as the blueprint for your business growth. Your keyword strategy should be the brick and mortar that builds on that foundation. If they don’t align, you’re constructing a house on shaky ground.

So, yes, push back if your keyword strategy doesn’t align with your GTM plan. It’s your marketing strategy, after all. Make sure it’s working for you, not against you.