Are you targeting the wrong audience?
Your content marketing strategy looks great on paper, but your blogs aren’t getting enough page views. You’re getting plenty of traffic, but conversions are low. You’ve spent a lot of money on pay-per-click (PPC) advertising, but people click away from your landing page in a matter of seconds. Do any of these statements sound familiar? If so, have you considered the possibility that while your marketing campaign and website are technically great, they’re actually targeting the wrong audience?
Right idea, wrong customers
Many businesses find themselves in the unfortunate position of having created lots of excellent assets without fully understanding or pursuing the appropriate demographic. This is a common mistake for startups, which might not yet know exactly who will be interested in their products and services. If you’re worried that your business falls into this category, now is the time to change. With so much data readily available, it’s easy to take a closer look at the people who are interacting with your site and marketing materials. Find out which demographics you should be targeting with the help of some easy-to-access tools.
Drill into your demographics
To make the most of your website, create visitor profiles to work out how potential customers are behaving on there. Find out how successful conversions are being made by working backwards from the point of sale and reconstruct the sales cycle. Set parameters that will help you look at completed transactions and see the steps taken to get there. What time of day are customers buying from your site? What device do they use? What referrals are bringing them to you? All of this information can be easily deduced using tools such as Google Analytics and can help you get a solid idea of the kind of customer base you should be building.
Understand what you should be offering
You should also use any customer-retention information on hand to paint a picture of your demographic. Look at your subscription-based services and take data from your e-commerce platforms for additional, useful information. It’s also a great idea to ask your current customers what they’re looking for. A SurveyMonkey survey or some questions powered by Qualaroo Insights can help you work out what your current demographic is looking for.
Make the necessary changes
Armed with this information, start making small changes that better reflect the audience you’re trying to capture. Use it to maximise your advertising spend – for example, should you be promoting your brand on Facebook, Twitter or even in traditional print? You can also tweak your web copy to suit the language your audience wants to hear and gear promotions to suit the right demographic, helping to capture customers without having to completely overhaul your entire site.