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Strategies to Reel in Your Target Audience

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Gaining a return on investment via digital marketing can be tricky business. It can take a tremendous amount of time, data analysis and incremental changes to your baseline strategy in order to help produce the best results, especially if you don’t have a fundamental understanding of your target demographic.

The two main factors that are the catalyst for how any business drives its marketing activity is its target demographic (how do we get more customers and how do we retain them?) and its competitors (how are they stealing clients from us and how do we win market share?).

To build a foundation of a winning strategy, a business needs to understand what marketing messages influence the purchasing decision for specific products and service offerings.

We refer to the triggers as ‘bestselling points’

These often constitute (yet are not limited to) the following:

  • Free Shipping
  • Discounts
  • Price Matching
  • 24/7 Service
  • Guarantees
  • Warranties
  • Testimonials
  • Reviews
  • Turnaround Time
  • Service Area

In order to identify the buying triggers of your target demographic, you need to gauge a fundamental understanding of what’s important to them when they are searching for your product or service.

I have outlined the following steps that any business can take to help identify what really matters to their target demographic when they are ready to buy.

Understand what your target demographic is searching for and what keyword variations they are using when they are ready to buy

The most effective way to identify what exactly a target demographic is searching for when they are shopping for a particular product or service is by running a Google AdWords campaign. AdWords will track all the keyword variations that your target demographic has used to trigger an impression of your ad. These actual keywords are called “Match Search Quarry Data”.

We recommend running your campaign for at least three months for each focus area.

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This data can be used to help improve the quality of your site’s traffic as it enables you to write better quality ads with the necessary keywords that can complement the language your demographic is using. Furthermore, you can also enhance your SEO strategy by targeting these keywords for organic rankings.

Additionally, the content design on your landing page needs to be skewed to match the intent on the user. If all these factors match up, you will ultimately be providing your target demographic with the content they are specifically looking for, and you will therefore give your site a greater ability to sell your product or service.

How do you close a deal with a potential client?

Take note of the questions that your target demographic is asking you over the phone and the answers you are giving that result in a sale. If you keep receiving the same questions and you find that you keep giving them the same answers, then there’s clearly information that is missing on your website.

A good way to document your target demographic’s frequently asked questions whilst generating leads at the same time is to install a live chat facility on your website.

LeadChat is a very handy tool as it is manned by an actual sales team 24/7 whose sole purpose is to answer any questions that your user may have regarding your product and service. Once all questions are answered, they ask the user for a contact name, number and email address as well as the purpose of the enquiry. They then forward these leads directly to you to contact.

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An extremely important facility that LeadChat offers is the transcripts to every conversation that has occurred in the chat box. It keeps track of all the most frequently asked question and the answers that were given that resulted in a lead.

If you collate this data and skew your site’s content and design accordingly, it will make a huge difference to your site’s user experience, giving you a greater opportunity to convert your web traffic into quality leads.

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By Byron Redhead


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