Why do we find ourselves struggling with our online marketing decisions?
Some days, we’re confident in the website, lead generation, and promotional decisions we make, and other days we become paralyzed with uncertainty.
We recently discovered that revisiting our target market more frequently has helped us to make better, more informed decisions. Here’s how:
1. Website-related decisions. What type of website structure will help our target market easily navigate and find the information that’s relevant to them? What should our website copy include to spark the interest of our target market? What relevant products and services should we showcase on our website to ensure our target market understands that we’re the right fit?
2. Lead generation decisions. What type of offer or resource do we need to deliver on our website that’s relevant to our target market? Are we using the right language within our email marketing sequences to ensure our message is delivered effectively? If they’re ready to speak with us, what’s their preferred method to get in touch? Are we accommodating their wishes if they’d prefer to call us, fill out a consultation form or send us an email directly using their own email client?
3. Traffic & promotional decisions. Are the topics we’re covering in our blog posts relevant to our target market? Do the social media platforms we’re participating on, and the content we’re sharing, make sense for our target market? Are the advertising channels we use to promote our business conducive to where our target market can be found online? Do the keywords or audience segments we’re targeting make sense? Will our ad copy capture the attention of our target market?
And if you haven’t done so recently, here’s a simple framework we like to use for gaining clarity into our target market:
1. Demographic. Who are they? For B2B companies we typically recommend considering characteristics like job title, industry, revenues, and number of employees. For B2C companies, we recommend considering age group, gender, income, education level, and profession.
2. Geographic. Where are they?
3. Psychographic. How are they? What do they need? Do they have certain attitudes or values? What are they struggling with? Do they live a certain lifestyle?
Watch the video above for the full lesson and remember to revisit your target market more often to help guide your website, lead generation, and promotional decisions.
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