By Jared Atchison.
It’s hard to create a business without the consumer in mind. If anything, it’s downright impossible. You need to know what your audience wants if you’re going to provide them with solutions to their problems. To know what they want, you have to dig deep and find all the dirt you can get your hands on.
Target marketing comes in handy because it gives you crucial information about your customers that will help you serve them better. Without knowing details about who your target market is, your business is bound to suffer and not reach its goals in time. According to Google Trends, the search for conversion rate optimization continues to increase year by year as businesses struggle to gain the conversions they want. With proper target marketing, you rid your business of many of its conversion obstacles.
Let’s look at four common mistakes marketers make when performing target marketing and how you can avoid them.
You don’t know your customers.
The art of target marketing is that it knows everything about the customer down to their most recent issue. It gives you crucial information so you’re able to tailor your content and products to their needs.
Marketers create buyer personas to nail down the pain points of their audience so they can come up with solutions. These are detailed, data-driven profiles of your ideal customers or target market. To create buyer personas, you need to consider all the details of your audience, including their demographics and psychographics.
• Demographics: Your audience’s demographics are matter-of-fact details about them, such as age, gender, profession, race, location, education, income and relationship status.
• Psychographics: Your audience’s psychographics include personal details about them, like their buying behavior, hobbies, interests, values, attitudes and personality traits.
All of these details are essential in building accurate representations of your target market.
You aren’t engaging with your audience.
It’s difficult to understand who you’re targeting and how you can solve their problems without interacting with them first. Take advantage of email, social media and question-and-answer platforms where you can ask questions to get to know your target audience. This will allow you to serve them better as you narrow down your target audience.
If you have existing customers, email them with a survey or questionnaire that asks them what you don’t already know. Reach out to your followers on social media to get their thoughts. Follow hashtags in your niche or industry and scour users’ questions. Use Q&A platforms like Quora or Reddit to see what questions people are asking and what they have trouble with. Google Trends shows you trending topics locally or around the world.
The more information you can collect on your target market, the more refined your business efforts will be.
You haven’t spied on the competition.
As a new business, it’s crucial to know what’s going on with your competition. You want to understand their strategy so you can create one that’s even better. This allows you to optimize your brand to fit your customers’ interests more appropriately, which will increase your conversions.
Take a good look at your competitors’ audiences to see what they’re about. Who are they targeting? What do their customers look like? What are their audience’s needs and most pressing concerns? How do they price their products and services? How big or small is their following?
When you figure out their target market, make yours more refined and streamlined. The deeper you can delve into your niche, the more specific of a group you can target, which can lead you to a pool of devoted, loyal customers. Spying on the competition can help you look closely at who’s being ignored in your industry so you can be the one to serve them.
You aren’t analysing your data.
If you have existing customers, you have a goldmine of important data you can use to refine your target market. Tracking your website analytics will tell you all sorts of useful things, such as what content is performing best, which products are most favoured, how well your traffic is doing, level of engagement and more.
If you find that your business isn’t performing at the level you were hoping, it’s time to review your data to figure out where the issues are. Google Analytics will give you the important metrics you need to evaluate your website such as bounce rate, engagement level, views and more.
Analysing your data will also help you answer questions like:
• Am I marketing to the right group of people?
• Can my products and services be solutions to their problems?
• Do I need to change my business idea to better appeal to my audience?
• Are there enough people in my target market? Do I need to broaden or narrow my target?
• What drives my audience to take action?
When you have a clear understanding of who you’re marketing to, you’ll be able to create marketing messages that appeal to your intended audience. The more streamlined your target, the better you’re able to serve them and bring them solutions. Marketing to the right buyers is the most efficient and effective approach and will help your business growth accelerate quicker. Conducting extensive research on your target buyer will ultimately bring you the revenue and numbers you want to see.
By Jared Atchison.
Jared is the co-founder of WPForms, a drag & drop form builder for WordPress that’s being used on over 400,000 websites.
Sourced from Forbes