Who Is Your Target Market?
This is a question that you should already have answered even before you went into business. You have to know your target if you hope to sell your product or service. Take a minute to refresh your memory and get back to the core of who your audience is and what they want and need. Knowing what their biggest concerns and questions are will help you get a better grasp of what your website needs to be capable of offering.
Even if you already think you know a lot about your audience, do some more research. Look at what products or services are selling the best and see who is buying. Consider sending out surveys to your customers to get some more information about them and what they want. Once you get a better idea of your demographics, it becomes easier to get your website into shape.
Here’s an exercise that you should try. Pretend that you know very little about what your company offers and that you are a customer visiting the site for the very first time. What do you see when you arrive? Is the layout confusing? Can you tell what business the company offers from the first words and images you see? Is the first thing you see an ad trying to sell them something, or is there a popup that blocks the site until they sign up for a newsletter? When you look at things through a customer’s point of view, it becomes easier to see the things you need to change.
Another good exercise is to define your ideal customer, as this can give you more insight into what your website should offer and how it should be presented. You can create a fictional customer to get an idea of what your real customers are like. Some of the things you will want to learn to nail the buyer persona includes:
• Financial situation
• Purpose for buying the products
• Free time
• How do they make their buying decisions
• What are their shopping habits
Once you know these things, it becomes easier to know just how to talk with your target audience. It also becomes easier to identify the pain points, the things that your products or service can help to fix and change in your life. When you know these basic facts, it becomes easier to talk to the person.
Here’s an example for someone who runs a personal training site. Cheryl is a 32 year old attorney on her way up in the world. She’s looking for a way to fit in some exercise into an already busy life that simply doesn’t seem to have enough time in the day. Now, you can approach this target customer, who is representative of your audience, with an idea of what they want. For example, she may want a fast workout, and perhaps a trainer that can go to her rather than needing her to go to the gym.
The Content They Need
Now that you know more about your target audience, it should be easier to create plenty of content for them on your site. If you have a static site that doesn’t update and that doesn’t offer new and fresh content regularly, you are behind the curve. Today, you need to make sure that you are updating as much as possible. This brings in repeat visitors and the search engines will love you for it.
What type of content do you need to provide? First, remember that you need to gear it toward the target audience. Take the information you learned during your research and then create matching content. Your blog can cover a range of topics, as long as they all relate to your business and the target audience in some way. You can have informative and instructional posts, fun posts, questions and answers, interviews and more. Brainstorm topics and take topic suggestions directly from the readers. A blog that you update at least once a week is a good start, but you shouldn’t stop there.
You can also create videos and embed them onto your site. Video is proven to make people stay on a site longer. When you have video content that actually relates to their needs, you can be sure they will come back.
Remember that even though you might consider your content to be advertising, it needs to be more than that. It has to be something that your target audience is going to appreciate and get something out of; it can’t simply be a commercial. People are inundated with ads all the time, and they will smell them a mile away. For more information on how to design your website to the right market contact us today!