If you are a business or an online magazine seeking visibility of your target audience, but failing, then you could possibly be missing some important aspects – audience analysis and keyword selection. This is an oversight that can cost you your business. In this article, we will see how audience analysis is vital to attract your prospective audience to your website.
Content has always been the king when it comes to bringing people to your business. Just that, now it has to be engaging and appealing in a format that your end consumer wants to see. But there would be times when your great content would also tank and your efforts to increase leads won’t suffice. That time, take a step back, reflect on the primary ingredients of successful marketing and advertising campaigns that can get you the quality leads through the organic channel.
So, what’s marketing and advertising all about? It’s about knowing:
- Who your audience is?
- Who your competition is?
- How to position your brand?
These insights should be gained with an objective in mind – to take your brand to the top of mind of your consumer.
For this to happen, search engine optimization-SEO must be done rightly with a proper audience analysis. Use that analysis to say what your people want to hear. Convey it via sources they trust. This will help you gain an immediate authority and trust. It highlights why it is of utmost significance to combine audience analysis with the keyword research.
Building Winning Content
Once you have identified your audience and the sources they want to hear about your brand from, using audience analysis, it is time to develop constructive content.
Content should be chosen appropriately and put across as a valuable information piece that your prospect is looking for organically. This will not only help you reach out to your ideal customer base, but also differentiate you from the rest in the business. All this combined will garner growth opportunities for your business.
There are a few key topics that act as a foundation to reach out to your desired audience by the means of ads. Keyword volume, conversion rates and tracking real time data can get you a good audience base. All you need to do is keep your content strategic and informative.
But is doing a competitor analysis enough?
If you are getting dependent on just doing a competitor analysis, you are counting on your competitor:
- To have conducted audience research really well.
- To communicate with their audience the same way you would want to.
- To have same search volume over the past couple of years.
- To have converted all the leads coming in from search engine queries.
But unfortunately, just banking on your competitor to do all the work for you is not a fair strategy.
Generate Leads Organically via Audience Researching
The process of audience research is critical. While you may get a few customers if you follow your competitor’s approach, but it is important to find a problem area that is absolutely untended.
That is where your real audience is, and so is the revenue. But how do you generate leads? Here we share the tips and tricks:
1. Send out emailers: Use survey tools, such as TypeForm or Survey Monkey to send out emails to your prospective audience. This option is easy to use and cost effective too.
2. Incentivize your existing clients: Offering an incentive for clients can push them to try your product or service. For example, Google ads offered $75 dollars to surveyors for filling up a feedback form.
3. Revive your lost prospects: To bring back your lost customers, offer them an increased Incentive. This might motivate them to re-try your product or service.
4. Transcribe sales calls: Listen to sales calls occasionally and derive a pattern of questions being asked and objections raised. In addition to this, or as an alternative, dig into emails, submitted forms, social media messages or searches made on your website.
5. Review your finest contracts: When was it signed, what were the terms, what was the title of the person who signed the contract. Make them additional offerings if need be and turn them into loyal base.
6. Converting keywords: Frequently use Google Analytics and the search console to find organic keywords that led to a conversion.
7. Review Google ads: Create a list of keywords that exactly match to those which triggered a conversion.
8. Competitor analysis: Conducting a regular analysis of search terms that your competitor is using, by the means of SEO tool of your choice. Those keywords could be high traffic or featured keywords, and you may not be willing to use them. However, it will offer you an idea about competitor’s approach.
9. Organic CTRs: Using search consoles, find out the keywords that fetched you the organic click through rates. Use them often in your ad copies
10. Test before you rest: Using ads, gather precise data on feasibility of your keywords. More the number of impressions, more the chance of you being on the right track. In case you find keywords that could be a pain point for your audience, target your ads on those keywords to attract the right audience.
Benefit of Audience Analysis
When you begin an SEO audience analysis process, you get to know the result within a month. Seeing the result helps you modify your marketing strategy, if need be. It is much better than spending a great deal of money on a full-fledged campaign and waiting for several months to witness its impact on sales.
Is audience analysis a necessity for successful SEO?
It must be noted that neither studying the competitor data alone is sufficient, nor is relying upon the keyword volume.
Though a generic keyword search and keep a tab on Google trends gives you a hint of what are people looking for online, but there has to be a specific reason why would they come to you and not go to your competitor. So, instead of depending upon a basic keyword data dump, look for the specific questions your customers are seeking answers to. Offer the ways in which you can help solve their concern.
In the end, it all sums up to:
- Be present where your audience can find you. It means, be ready with a solution when they search the web for it.
- Interact with them in a language they understand or tonality that is more user friendly.
- Come across as a perfect solution to their problems. It means, hit their problem areas and offer an answer to their questions.