135 - Find Your Buyers Where They Are

In today’s episode of the SEOLeverage podcast, Gert discusses the importance of not just attracting traffic to a website but ensuring that traffic converts to buyers. He emphasizes the significance of understanding search intent and how platforms like Reddit, Facebook, and Quora are increasingly influencing user behavior and purchases. 

Gert also highlights the need for a multi-platform strategy, including audience platform research to identify key platforms where the audience spends time, and a platform strategy to engage effectively on these platforms. He also mentions the use of tools like ClickUp to manage tasks and maintain consistent visibility.

Podcast Highlights:

00:00 Prologue

00:49 SEOLeverage Podcast Intro

01:11 Discussion on the challenges of finding buyers in a crowded online space

02:05 Explanation of how search engines are surfacing content from various sources

04:08 Real-world examples of how users find and choose products/services online

05:49 The importance of brand presence on platforms beyond Google

06:56 Introduction to the Platform Leverage program

08:15 Overview of creating a multi-platform strategy for consistent online engagement

09:40 Closing thoughts and invitation to learn more about leveraging multiple platforms

Connect with Gert Mellak:

Website: https://seoleverage.com/

Email: [email protected]

Resources:

Platform Leverage - A new project focusing on essential marketing strategies in the AI era

AI Tools mentioned:

• ChatGPT
• Perplexity
• CoPilot

Find Your Buyers Where They Are

Nowadays, finding your buyers online can be challenging. Simply generating traffic is not enough; you need to reach people with high intent—those who are ready to convert into customers.

In this episode, Gert explores how to find your buyers on the web and shares some insights into using multiple platforms effectively.

If you’re looking for more personalized advice, feel free to schedule a call with us. We’ll review your website and offer actionable tips.

Understanding Buyer Intent: Traffic vs. Transaction

Not all website traffic is created equal. In fact, much of the traffic we see today is driven by informational searches rather than those with commercial intent.

For instance, consider two different types of search queries:

• Informational intent: “How to find a good car?”
• Transactional intent: “BMW 3 Series Madrid dealership.”

These represent two very different buyer journeys. While the first search focuses on gathering information, the second is driven by someone ready to make a purchase. As business owners, you need to focus on matching search intent with your content, making sure that you capture traffic ready to convert into buyers.

The Role of AI and Social Platforms in Buyer Discovery

Search engines are increasingly leveraging AI tools like Google’s Gemini, ChatGPT and Perplexity (and others) to surface content beyond just traditional websites. Gert is seeing more and more results from platforms like:

• Reddit
• Facebook Groups
• Quora
• Forums

For example, if someone is searching for “Where to buy a car in Madrid,” instead of landing directly on a dealership's site, they may find a Reddit thread or a Facebook group where users recommend specific dealerships. These platforms have become crucial in the buyer journey because real users provide trusted recommendations.

Multi-Platform Strategy: Reaching Buyers Beyond Google

While SEO and Google ranking remain important, your brand’s visibility across multiple platforms is becoming even more critical. Most buyers today don’t start their journey on your website; they discover your brand on social platforms, forums, or through user-generated content.

At our agency, we’ve developed a strategy called Platform Leverage, which is based on audience research. Here’s how it works:

1. Audience Platform Research

We determine where your target audiences are most likely to engage online. We also examine your competitors to understand where they are active. This data helps us identify the Tier 1 platforms (most important) and Tier 2 platforms (secondary but relevant) that you should focus on.

2. Platform Strategy Execution

Once we’ve identified your key platforms, we’ll help you develop a custom strategy for each one. Whether it's creating a LinkedIn carousel, engaging in YouTube video content, or commenting on Instagram posts, we lay out a clear roadmap for consistent engagement. This strategy is then managed through a ClickUp task list, ensuring that every platform is regularly updated with the right content and actions.

3. Horizontal Visibility

Instead of focusing solely on optimizing your website to rank higher on Google, we expand your brand’s visibility horizontally across multiple platforms. The idea is to get your business in front of potential buyers where it matters most. For instance, a recommendation from a popular forum or social media thread can build trust and credibility, making your brand a more likely choice for buyers.

Examples of Multi-Platform Discovery

A perfect example of this strategy is when Gert searched for conversion rate optimization (CRO) tools. Instead of finding a typical product page, he found a Reddit thread listing various tools. Within 30 seconds, he had signed up for a trial of a new tool that he hadn’t even considered before.

Similarly, Gert and his neighbor were discussing where to buy a motorcycle. Instead of a website, he pulled up a Facebook group with recommendations. They picked one of the suggested options without even considering additional searches.

The key takeaway here is that people are increasingly making decisions on platforms beyond Google. And as a business, you need to be active on those platforms to capture buyer intent when it matters most.

It’s Time to Broaden Your Reach

SEO isn’t dead, but it’s no longer the only game in town. To truly reach your buyers, you need to look beyond Google and establish a presence on multiple platforms.
Ready to take the next step? Let’s connect and see how a multi-platform strategy can work for your brand. If you’re interested in expanding your brand’s reach across multiple platforms and getting in front of your buyers where they spend time, go to SEOLeverage.