We’ve been swapping epic yarns around the Tippy Tap virtual campfire this week, about the never-ending quest to capture that legendary beast, the target audience.
As we raised our tankards and toasted the gods of marketing, we came up with these handy tips for identifying and communicating with your very own target audience.
Read on, brave knight…
Identify Your Current Customers
Take a look at who is buying from you at the moment. Ask your sales team for information. Use website analytics to see your hits, conversions and bounce rate.
Your target audience is made up of your existing clientele, and the people you’d like to be selling to. Once you have an idea of who is using your products or services, you can consider how to attract more customers, and do more business with the ones you already have.
Study the Competition
You probably have an idea of your main competitors already. But markets evolve rapidly. Check out your industry publications, follow industry leaders on social media, and keep ahead of any trends or developments – your competition will be doing exactly the same.
Find out which issues are affecting your target audience, and you can anticipate what they’ll be looking for.
Although many marketers use generic personas to get an idea of target audiences, we know that customers are real people.
Ask yourself what would lead a customer to your site. Put yourself in the mind of a potential client. What problems does your service or product solve? Type or speak a few questions into Google, and see what comes up on the SERP.
Look for the organic search results, not the paid-for ads. These are the pages that the search engine algorithms consider the most helpful for that particular question. The businesses that appear here are succeeding at making search engines work for them, so study their online presence.
Thorough and insightful keyword research will provide you with a list of search terms, both individual words and longer phrases, that are most appropriate for your business. The idea is to provide great quality content for each of these search terms, over time, thereby boosting your SEO results. Which leads us on to the next tip…
Excellent content will not only attract an audience but will also help to establish you as an authority in your field. Google ranks pages for E-A-T (Expertise, Authority and Trustworthiness).
Quick fixes to improve rankings, like link farms and clumsy keyword stuffing, will actively harm your ranking nowadays, and can even result in fines and blocks.
Instead, invest in well-designed, well-written and user-friendly web pages. Write or commission blogs, articles and social media content providing information on each of your keywords. This will boost your SEO.
Be careful about how much industry jargon you use, as customers might not recognise it.
Google searches for readability and quality prose, and not everybody can write to a professional standard, so consider using copywriters (ahem).
Communication and Feedback
Providing multiple customer communication channels serves two functions.
Firstly, it’s helpful to your client, building customer confidence, giving them a sense of being valued and forging an emotional connection to your business.
Secondly, it’s a direct and cost-effective means of gathering information about your ever -hanging customer-base.
A ‘Contact Us’ page, customer surveys and feedback forms and social media messaging will all perform these functions well. But they must be well maintained so that customers get quick replies, and don’t feel ignored or frustrated.
Talk to Tippy Tap
To find out more about how we can help you with your quest, join us round the campfire. Bring marshmallows…