Have you ever seen a Google search result with a bland, uninspired title?
Maybe you’ve seen a few too many times to count. You click on a search result, only to discover it’s not what you were looking for. Frustrating, isn’t it?
You might be tempted to write off this type of experience as a fluke. After all, you were probably just browsing online at the time, and some of these titles could have been chosen by computer algorithms.
But it’s not. Google and other search engines are constantly tweaking their algorithms to favor results that are more appealing to their customers. Which means your perfect, mouth-watering pitch might be just a few characters away from appearing right at the top of the list.
So how can you avoid this heartache? How can you write the perfect title for your B2C (Business-to-Consumer) online marketing campaign?
Well, first off, you don’t have to write a novel to come up with a great title. All you need is a quick glimmer of inspiration, and the drive to make your product sound exciting.
And what if you do write a novel? You can always edit it down to a few short, sharp sentences. Plus, you have the added bonus of being able to preview what your finished work will look like. So if you’ve got just a few characters left over, you can tinker with them until they fit exactly what you had in mind when you started writing.
So, what type of titles do you think are best suited for B2C marketing?
1. Short and Sweet
When it comes to titles, the shorter, the better. Shorter titles mean you can pack in more keywords, and thus get more traffic from SEO (Search Engine Optimization) point of view. If you want to engage your readers and keep their attention, use short and sweet titles.
For example, let’s say your product is a toaster oven. You could title your B2C marketing piece, “Everything You Need to Know About Ticking Toasters.” With a little bit of editing, this could be shortened to, “Everything You Need to Know About Ticking Toasters.
The shorter the title, the higher the search result rankings. So, in principle, this is always a good idea. However, if your goal is to simply get a sale, you might want to consider some other metrics.
Also, keep in mind that Google is always expanding its keywords capabilities. So if your current keyword tool is not giving you the results you need, it might be a good idea to update it. As a general rule, you want to avoid having your keywords stuffed in there. This will only hurt your SEO.
Just like with the title of your marketing piece, the action-packed title can be both entertaining and informative. But this type of title is generally used for product descriptions on retailers’ websites or advertisements. So, while informative, don’t expect it to be entertaining.
For instance, let’s say your product is a fishing rod. A fishing rod is a fairly generic product. So it might be difficult to come up with an action-packed title for it. But you could describe the amazing places you would go with a fishing rod, or the different fish you could catch with it.
However, if you’re writing for leisure fans, you might want to consider writing a piece about fishing as a pastime. You could talk about the history of fishing, or you could give tips on how to fish efficiently. Throw in a few well-chosen proverbs and you’ve got yourself a title that would keep the interest of any reader.
Additionally, while we’re on the subject of fishing, let’s revisit the problem of generic titles. Just because your product is called a fishing rod, doesn’t mean every angler on the planet will want to read about fishing. So, don’t assume your target audience is solely made up of fishermen. Consider other demographics as well.
3. Specific and Technical
Specific and technical titles are exactly what they sound like. These titles are designed to capture the interest of people who are already familiar with the technology behind the product or service. If you’re the type of person who is interested in computers, you might want to consider writing about computer security. Or, if you’re a real fan of Marvel comics, you could write about their upcoming movie releases. Or, if you’re an avid Star Wars fan, you could write about the latest movie trailer.
But what if your product isn’t related to technology in any way? Well, in that case, you could write about the evolution of your product. Or, you could write a how-to guide for using your product. Specific and technical titles can be both informative and entertaining.
For example, let’s say you’re a shoe store owner and you want to promote a new pair of shoes you’ve got in stock. Your choice of title might be something like, “The Evolution of Shoes or How to Wear and Care For Your New Pair of Shoes.”
Both titles above are fairly detailed and filled with information. But the first one is also interesting and entertaining. So, in this case, you’ve got a double-win.
Additionally, if there’s something specific about your product that could be useful to people who are not familiar with it, like the fact that it’s eco-friendly or it came with a free gift, you could include this in your title. This way, your target audience will know what you’re talking about without having to read the entire article. Just enough to get the gist, really.
When to Use Which Type of Title
So, when should you use which type of title?
Well, the answer depends on your product and your target audience. If your product is somewhat complicated, and you want to grab the attention of people who are not familiar with it, you could opt for a general title. A short and sweet title is ideal for your B2C marketing piece. And finally, if you’re writing for a specific audience, like fishermen, you might want to go with a more specific and technical title.
For example, if you’re writing for a computer magazine and your product is a laptop, you could go with something like, “Top 5 Reasons to Buy a Dell Laptop.” This title directly relates to your product and it’s filled with keywords. So it’s both specific and easy to understand.
If you’ve got a popular blog for pet lovers, you could write about “How to Give Your Dog the Best Life Possible.” This title is also fairly short, and sweet. And it’s also got keywords, so it’s search engine optimized.
Keep in mind that the ideal title for your B2C marketing piece should be short and sweet, but informative as well. If you can fit all your keywords in there, even better. But as a general rule, longer is not always better. People scan through online content faster than they read. A short and sweet title is easier for them to remember, and thus, more likely to click on something they’ve never heard of. If possible, you don’t want to go with a title that’s so long that the reader has to wade through ten or fifteen paragraphs to get to the good stuff. That’s a major turn-off.
In case you’re wondering, here are some of the most common and popular Google searches that have “Everything You Need to Know About” as their main search term.
If you want to appear in Google searches, you need to ensure that your web pages appear on Google’s first page. That’s where your target audience will be searching, so it’s important that you optimize your content for them. Doing this can help you gain more traction and make more sales.