You can’t expect any success – online or offline – in business if you don’t understand your market. It’s where many companies struggle, and most will, eventually, fail. Knowing your audience and where they hang out is an essential part of every marketing strategy. Without this critical knowledge, your business will not get far. With this in mind, we thought we would reveal a few ideas on how to target the right people for your online business. Let’s dive in and take a closer look.
Create a buyer persona
The first step is to draw up a picture of who you are trying to talk to. What is their name, and where are they from? What social media channels do they use, and what do they do for a living? The deeper you can go, the better picture you will draw. You don’t even need hard data to get started. You can visualize your ideal customer’s persona because you have built a product or service that meets a specific need. Once you get your persona sorted, you can move onto the next stage.
The next step is to use data to reveal even more about your customers. Google Analytics is the ideal starting point, as it will show the search terms people use to get to your site. You can also use Facebook Insights and Twitter Analytics if you are using these channels to the same effect. It’s also possible to collect data directly from your customers by using surveys and questionnaires. Social media is a great place to start, but you can also integrate surveys with your email blasts.
Refocus your brand appeal
Once you know a lot more about your customers, you can start to work on your branding to ensure it still fits with your findings. The idea here is to mark yourself out from the competition and give yourself a tone of voice that is the same all the way through your business. Don’t be afraid of changing your brand – many big businesses do it all the time, including the likes of Coca-Cola.
Introduce the new ideas to your SEO and conversion
Visibility is vital to your business, and SEO is a great way of getting your name out there. But a lot of traffic means nothing unless you are targeting the right people. Use the information you have built up to lay the foundations of a new plan. Find an SEO consultant that offers tailor made solutions and will work with you to target the right people. And, make sure you also look into converting those customers. Once you start finding some success, you will have even more data and will be able to refine your processes a lot more thoroughly.
Streamline and repeat
OK, so as we have mentioned, the more you target customers, the better results you can expect. And, the clearer your picture of your ideal customer will become, and the more likely they will return. Once you have started the ball rolling, you will find it easy to refine, streamline, and improve those results even further. Sure, it’s not going to be simple, and will involve a lot of work. But, follow these principles and your online marketing will be in great shape. Good luck!