So you’ve made a point to line up some keywords for use on your website to be more prevalent on search engines listings. That’s great. That’s what you should do. But is that all you need to do to be seen? The answer is no. That’s not all you should be doing to market your business.
Many businesses are missing one of the biggest tools for driving customers to your website – audience insight. Audience insight, as well as defining your brand name, are the keys to quality marketing. Your brand name isn’t the name of your business or your product. it’s what defines your business in your eyes and especially in the eyes of your customers.
What is Customer Insight?
Using customer insight will help you understand your customer’s behavior and help you determine how to bring them to your website. Once you understand your audience more fully, you will be able to customize your SEO and your website so that they align with your audience.
Understanding where your audience comes from will also allow you to determine what markets you are under-promoting and make adjustments to your content. If you don’t have an understanding of your customers or your markets, you won’t find the success you are looking for.
Customer insights will help you to strategically finance your business as well. Knowing where to spend your money can save you a significant amount down the road. You’ll find out if you should be spending more money in some areas and less in others.
What Customer Insight will Teach you
In determining your audience, you’ll be able to analyze the traffic data for audience patterns that you may not have even realized existed. For example, you may find that traffic to your site is predominantly that of a young adult. Or you may see that most of your traffic comes from a particular location or shopper type.
Utilizing a proper strategy for your SEO will improve your audience traffic to your site. A variety of SEO tools are available these days, and audience insight tools are popping up everywhere.
Some of these tools include:
- Google Analytics: the most widely used, it tracks the traffic and analyzes important data.
- Office of National Statistics: find reliable statistical data regarding your audience by employment, community, population and more.
- Facebook Audience Insights: not to be confused with page insights, it reports the demographics of your page by the gender, age, relationship status and more.
- Twitter Insights: audience insights reporting in real-time view.
- Tweetdeck: build custom Twitter timelines to track users, searches and more.
- Social Mention: pulls every mention of a company, topic or product across various social media platforms.
What it Takes to Develop a Customer Persona
Developing your customer persona will help you to see what it is they’re looking for. In order to define your audience persona, here are some questions to ask yourself:
- Does my audience find this interesting and what engages them?
- What content is my audience looking for that will easily meet their needs?
- What various types of interests in that category would pull them in? (ex: if they search for “exercises,” consider other related categories like; core exercises; bad back exercises; exercises after childbirth’ exercises for toned muscle, etc.)
- Is this useful to my audience?
- What would my audience consider to be shareable information?
Ultimately, you want to see through your audience’s eyes so your persona should embody your audience through their interests and search habits. You should also be utilizing all forms of social media – at least the most popular ones like Facebook, Twitter and Instagram.
Good marketing doesn’t end with developing the customer persona. You also need to determine what content strategy will work for you. Consider asking yourself these questions:
- What does my content need in order to solve the problem for the customer?
- What are my business goals?
- Why am I creating this content?
After you’ve identified your target audience, consider where your marketing efforts are currently directed. Look at areas like your website, social media platforms, email campaigns and display advertising, and then determine where your audience is among those areas. Once you know this information, you can start targeting your audience in those methods.
It takes a certain amount of strategy and planning to create the proper content for your business. Creating content without any sort of strategy can lead to content with no purpose. This will confuse your target audience and can lead to content that is bland. With generic content, you won’t get the ranking you desire, your content won’t engage your audience, and it won’t be shared.
Remember to continue evolving your personas and content from time to time. Don’t develop a persona and think that you’re done. Audiences ebb and flow and so should your marketing strategy.
Learn more about how Copywriter Today can take your business to the next level. Contact us today for a free consultation.