Who Is Your Website Trying To Sell To?
Article written by Chris Yaremchuk
Websites are great, they can act as a 24/7 salesperson for your business. Their even more beneficial when you know who your ideal customer is. A defined target audience can help develop a more optimized website. Allowing an increase in leads and sales conversion. Which is why developing and choosing a target audience is important. There’s a popular marketing phrase, “something for everyone”, but it’s wrong. “Everyone” isn’t your customer because you don’t sell “something for everyone”. Hiring a website design company can cause a lot of excitement. During the design, it’s easy to focus on being impressive. This includes developing functionality the competition doesn’t have. We all recognize the value in presenting your brand in all it’s glory. Yet, this ignores the most important component of marketing, your target audience. But what exactly is a target audience? What Is A Target Audience?You’re target audience includes predefined characteristics and interests of your target marketing recipients. This is the group of people you want to reach, strike engagement with and convert into customers. You can’t throw a website up hoping a few viewers will buy. Ensure that sale by guiding them in that direction.
Identifying Your Target Audience
Who are the people looking for your service or product? What are these potential customers pain points? Their fears? How about their insecurities and objections? Knowledge is power and is a great to have when trying to persuade an individual. Use customer information to deliver a message that resonates with them.
Defining & Choosing A Target Audience
Start by looking at your current customer base. This can give you a done of data to help define your target audience. Take this a step further and try interacting with them more. What are their likes and dislikes about your products/services? Ask them questions over social media or with surveys. Take frustrations and turn them into positives. Address and make changes to your marketing based on negative feedback. Another good way of defining your target audience is knowing who your ideal customer isn’t. Determine who doesn’t deserve any attention. Keep that focus on viewers more likely to become customers. You can also check out your competition. You should never copy them. But, keeping yourself updated on competition can help refine with refining and choosing a target audience. How does your audience navigate your website? Knowing how far down most viewers scroll. The number of visitors that click a specific link or button. This is information is helpful when trying to make it easier to send customers where you want them to go. In return, guiding your audience can help increase engagement, leads and conversion.
Benefits of Knowing Your Target Audience
Do you know who your target audience is? How do they want to interact with you? Developing a marketing strategy is key. It allows you to refine solutions, optimizing your marketing to better hit your goals.
Revised Website Design
What colors resonate with your target audience? How far are they likely to scroll down your website page? What links are they most likely to click on? Tracking and analyzing information can help optimize your website for higher click-through-rates (CTR’s). The longer a viewer spends on your website the more likely they are to convert to a paying customer. Is a red button at the top right-hand side of the page enticing to viewers? Or does your target audience respond better to a blue button halfway down the page? These answers can easily be determined when choosing a target audience by looking at your analytics.
Search Engine Optimization (SEO) is one of the most important factors of a website. SEO includes personalized content developed towards the interests of your target audience. What keywords or phrases is your ideal customer most likely to type into Google? What exactly are they searching for when trying to find products or services you offer? When SEO services focus around your target audience you can decrease bounce rates. In return, increasing conversation rates.
Improved Content Creation
Content is the reason someone is going to view your website. Now that you know who your target audience is, are you giving helpful answers to questions they have? Provide solutions for customer pain points. Share interesting information with them. Building content around your target audience helps build trust. When a customer trusts your business you are much more likely to make a sale.
Along with improved content creation homes an increase in customer engagement. Content can come in the form of text, photography or videos. No matter the media, it needs to resonate with your target audience. When content rings true in the ears of ideal customers they are more likely to engage with you. This could be through likes, shares, comments and more.
Learn how your target audience acts. Optimize your website around that information to help increase online leads/sales. Strategic website navigation and call-to-actions can drive customers to click through your site. Use better SEO to help that target audience find you easier through organic search. Keep them on your website with excellent content. Gear that content towards their interests and behaviors. With this comes increased engagement and trust. The building blocks to developing a strong relationship with viewers. Converting them into a lead or sale.
Need Help Defining Your Target Audience?
Reaching your target audience is necessary for business success. Developing and choosing a target audience and developing buyer personas can be a challenge. Contact Strand Media for help developing your target audience and how best to market to them. We are a marketing agency that deals in multiple marketing channels. This includes everything from web design to printed materials and anything between.
August 19, 2019