Identifying your client’s target audience is important, but it’s only half the battle. Ryan Brock, writing for Search Engine Land, says that audience context is equally, if not more, important information marketers should be striving to uncover. Merriam-​Webster defines context as, “the interrelated conditions in which something exists or occurs.” Brock says that successful campaigns look beyond who the target audience is and ask, “What is a real person actually experiencing at the moment they encounter our content?” When you identify those answers, you can figure out the best ways to connect with customers.

The best way to connect with customers is to educate them. They’re buying your client’s products or services to satisfy a want or a need, right? And there are very few markets that have little to no competition, so your client’s customers will have questions about choosing the product or service that is the best fit for them personally.

Think about the keywords you’re already using for your client’s search engine optimization (SEO) efforts. Brock recommends focusing the keyword phrases that are set up as questions. Making sure your client’s website is among the top results of searches containing those keywords is a fantastic first step, but the pages that connect with customers are the ones that do the best job at answering their questions.

Search the keyword phrase questions yourself and analyze how your client’s competition is attempting to connect with customers by answering their questions. Are they doing a good job? How does your client’s content fair in comparison? Are there improvements that can be made or maybe there are answers that no one in the market is focusing on providing at the moment that your client could spotlight?

Your client’s writing style is also important when using answers to connect with customers. Brock recommends focusing on the emotions your client’s customers are feeling while performing their searches. Are they scared, annoyed, or angry? Or maybe they’re feeling an intense positive emotion such as excitement. Either way, Brock says that your client’s content should focus on, “how they would prefer to feel and give them a taste of that.”

If your client is on the fence about whether all this extra effort is worth it, tell them that, according to AudienceSCAN on AdMall by SalesFuel, nearly 30% of American adults saw a sponsored search result within the last month that led them to take action. Refining your client’s search results will always be worth it.