Why should I market to my target audience? How do I find them? Don’t we just want a ton more leads to come in the door? Ahem, trust me, I know what you are thinking: “All leads are good leads, aren’t they?” Actually no! Imagine spending countless hours bringing in lots and lots of the wrong leads. Nothing can ruin your year more than poor targeting.
Hear the phone constantly ringing with low quality leads or quite simply “the wrong fit for your business.” No need to cringe anymore! Believe me there are clients out there that fit your business perfectly. Don’t settle. Instead of spending any more valuable time with that pesky potential, let’s jump into five best practices that will revolutionize your future business:
5 Best Practices To Find Your Target Audience Online:
1st base) Thoroughly research your buyer persona(s)
Have you ever heard of the 80/20 principle? 80% of your business comes from 20% of your clients, and in turn 80% of your time wasters/problems come from only the 20% of your clients. This is why it’s super helpful to identify the sweet spots of your clientele and industry. Who is buying? Where are they? Are they wasting your resources and time? The key here is to find out where they are hanging out, what a day in their life is like, etc.
When you embark on finding your target audience online, you are identifying which buyer personas are the most fruitful for your short, mid, and long term business endeavors. Think of buyer personas as a metaphor for traveling. You wouldn’t take the longest road to get somewhere unless it is your mission right? And more than likely you probably would plan and identify which routes are the best to take for a myriad of reasons. So why in business would you aim for anything other than a targeted future where you understand the psychology of your best buyers or users? HubSpot has some great resources for this, to identify the best fits and understand your buyer personas.
Making sense so far? If so, get ready to slide into second!
2nd base) Keyword research
To continue embarking on your quest to find your target audience you must have understood the buyer personas psychology enough to focus in on the phrases, questions, lingo, and keywords the persona is searching for. What questions do they have about the service or product you are offering? What are their challenges and goals with buying your product? Ultimately they are not buying your product or service. They are buying a solution to their problem and/or questions they have. What are they searching for? Here are some tools to help you identify the keywords you want to target and write upon: Google Webmaster tools, Moz, SEM Rush, Adwords, HubSpot, and even keyword suggestions from Google searches.
Some additional helpful ways to understand what your best prospects are searching for is to survey your best and worst clients, or even survey potential buyers that you feel are part of your buyer persona from step one above. Also study your Google Analytics or other analytics software to identify which pages and blogs you have previously written are most viewed and useful for your current market. That will give you a pretty good idea of which broad and long tail keywords are a best fit for your business. If you still need help with your keyword research, feel free to contact us here. That’s what we do. 😉
Start running towards third!
3rd base) Begin generating useful industry content
Getting closer now! Content can be guides, case studies, videos, etc for them on their buyers journey. This content shouldn’t pitch or even mention your product. It is more or less a test of if you have done your homework and understand your buyer personas and where they are at in the buyers journey. Below is an image of what content may be useful during the three stages of the buyers journey:
Home base) Distribute that content baby!
Now that you know where your buyer personas hang out, where they are at in the buyers journey, and have thoroughly researched what they are searching for online, you can begin distributing answers and solutions to them. Invest in an advertising budget where they are spending their time, whether organically through search, paid through Adwords, or on social media such as Facebook, Twitter, LinkedIn, Instagram, etc.
Here’s a case study from one of our clients, who are the only licensed LDS tour guides in Israel.
We’ve worked with them to identify which stages of the buyer’s journey their clientele is in, what they are wanting out of an LDS tour, and how to use Israel Revealed’s insights to help guide their buyers towards solutions to their spiritual needs. With our guidance, Daniel Rona of Israel Revealed wrote a blog post about the Wise Men, to which he is an authority in the LDS church. He made no mention about any of the tours they offer in the blog post. Instead he gave insights and awareness to his market. As a direct result we’ve received several leads, comments, shares, and likes; effectively doubling the social media following within a month!
Finally check out this helpful presentation that we at the Lightwurx were inspired by at the 2016 Inbound marketing conference in Boston: Top 10 Facebook and Twitter Content Promotion Hacks of All Time by Larry Kim of Wordstream.
Grand slam!) Analyze, connect, revise, and repeat
Cross check the process and what you have come up with so far. Spend time reading the information your buyer personas read, and commenting on articles of interest. Join like minded forums. Before too long you will begin to understand more and more what they are thinking, where your audience is spending time online, and what will be useful for them on their journey. Repeat!