Maximizing Your SEO & Marketing Efforts
A clearly defined target audience helps you determine where and how to market your company and position your business. Online marketing has always been about connecting with the right audience at the right place and at the right time. If you are not reaching the right audience, then all your digital marketing efforts and budget from SEO to Video Marketing, Social Media, and Content Marketing will go down the drain. Finding and reaching the right audience gives you the opportunity to tailor your messages in a way that appeals specifically to that segment.
- Track Audience analytics
To discover your ideal audience, you should be able to leverage audience analytics. Audience analytics is a tool that helps businesses determine the type of content to serve up in the future based on what content their target audience needs.
With analytics, you can unravel several actionable data points such a:
Referrers – this denotes the online channels that send traffic to your website, such as organic search, paid search, direct traffic, backlinks, and social media. This information will provide insight on where to direct your efforts to distill your target audience.
Device usage data – knowing the device your would-be customers are using to visit your site can help you select the right content to promote.
Trendy content – using the right language to play up your features aligns your offering with their preferences and needs.
- Know your competitors
Quick searches on Google and social media can reveal competition you might not even be aware of. Searching a keyword or two that are related to your industry will deliver some fantastic revelations. See how the businesses that come up set up their “About Us,” “Services Page,” and exclusive content. Find areas where you perform better. Identify your service differential, i.e., why customers should buy from you and not from them.
- Analyze your product/service
Knowing what your product or service is all about is the first step to discovering who you should be targeting. What issues do your products or services address? Who stands to reap the most benefits from what you have to offer? What are the standout features of your product? Providing answers to these questions will help you figure out who should be at the receiving end of your online marketing efforts.
For example, if you are a graphic designer, you want to offer high-quality design services. The end-product is a professional company logo, business card, or infographic. A professional design will attract more people because your company will be perceived as trustworthy and dependable.
- Build your audience persona
When building an audience persona, take into account the following factors:
This includes age, gender, education level, occupation, income level, marital status, etc.
This includes buyer personality, habits, hobbies and interests, spending habits and values. Identify how your product or service will fit into your target’s lifestyle. What features are most appealing to your target? Understand how your prospects feel about your offering.
This involves collecting information concerning the level of technology adoption and user habits of the prospect, i.e. what devices they use, their most frequently-visited websites, social media habits, etc.
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