Digital Marketing is Overwhelming
Learning how to target consumers who want what you offer can be a be tricky business. With so many of us being bombarded with the latest digital trends, it can be hard to work out which way to turn. We’ve all been exposed to self-styled Gurus and Marketing Agencies promising you results on the Social Media platform of their choice. Unfortunately, there is no quick solution to building an effective Digital Marketing Campaign, instead, we have to do our homework.
Many Marketers make the mistake of promoting their products or services on social media with little to no effect. Quite often they end up connecting with similar businesses who are after the same piece of the pie. So what are they doing wrong?
This article will help you to understand how to build a detailed customer acquisition strategy which will help you to target your ideal consumers, increase brand interaction and help establish your business as an industry leader.
How To Target Your Ideal Consumer
Welcome to the world of Target Marketing; Where we use data to seek out hidden insights that will massively change the way that you do business. Like all good marketing campaigns, we first start with an industry-specific data harvest.
Luckily there is a mountain of Research Findings, Case Studies and Statistics that allow us to identify what type of audience you need to focus your efforts on, what their habits are and where they hang out. We can also use data to reveal what type of marketing methods will yield the best results. Define the type of content that has the most appeal and what type of person is more likely to spend the most money.
Here are just a few statistic-rich sites we find useful when identifying your target market.
Ask The Right Questions
There are many questions you should be asking yourself when putting together a strategy, with many variables to consider. So make sure you talk to co-workers to find out if you’re asking all the right questions.
Here are some of the questions you should be asking:
- Who spends the most?
- What type of Social Media do they use?
- How do they form a purchasing decision?
- What time of day do they go online?
- Who are the biggest spenders?
- What type of content gets more interaction?
- Does anything prevent people from buying?
- What emotions help influence a purchase?
- What type of device are they using?
Cross-reference Your Findings
It goes without saying that data varies geographically with some dated statistics having the potential to skew your results, so make sure you cross reference your findings, it might be time-consuming but it’s better to be safe than sorry.
Use Your Findings To Craft User Personas
Once you have identified your target audience it’s now time to start creating some User Personas. User Personas are a great way of visualising the way potential customers might discover and interact with your business. This helps you to learn about what biases a certain group of consumers might have, what obstacles they might face, and what they find appealing.
When putting together Personas it is important to flesh them out with information gathered from your research, like age, their job role, and what motivates them to be interested in your product or service.
It’s also important to craft extreme versions of your potential customers when creating your User Personas. This helps you to more easily identify with the different types of consumers, whilst aiding you to understand what influences a purchase (e.g product reviews, next day delivery, contact details), and what might prevent them from buying from you.
If you need help putting together your first User Personas then there are many Persona Generators online. We tend to get on with Hubspot’s version the most www.makemypersona.com.
What’s the Hook?
Understanding what content appeals to your consumers is key when building a successful digital marketing campaign. To some, it might be demonstrating how experienced or knowledgeable you are on a certain topic (Like I’m trying to do here), or maybe you want to promote images of the latest technology products to men at lunchtimes. The point is; you can use your data to find out when to advertise, where you need to advertise and most importantly, what appeals to your target market the most.
Create a User Flow for Testing
A user flow is a visual representation of the journey you want your customers to take, starting from the traffic source of your choice, all the way to where you want to guide your users, like a contact page or checkout. A good user flow is easy to navigate, making sure that information a customer might want is no further than two clicks away.
You don’t need to design perfect looking User Flows like below as some people find it easy to sketch theirs with a pencil and paper others like myself tend to Use Sketch App as it’s quick and easy to use.
Use Personas To Test Your User Flow
The great thing about using personas when testing your User Flow is because it allows you to put yourself in the person’s shoes, helping you to understand what people will be looking for and what creates friction.
It is important that you try to address as many concerns consumers have on their way to making a purchase with your business, like making sure your website is mobile ready, displaying a returns policy high on the page or maybe offering a money back guarantee. The point I’m trying to make is that it should be clear to you what different users will be looking for, and addressing those concerns right there on the page.
Once you have fully tested your user flow across a multitude of different scenarios, its time to start making the changes to your website. It helps to design each page and prototype your project first for user testing. This helps to identify usability issues and cut down on the need for re-coding your website when problems (which they often do) come about.
Use Analytics To Find Out What Worked
Once you have made the improvements to your website based on your findings it is important to use your Website Analytics to understand what worked and what didn’t. Try looking at your User flow information or maybe your in-page analytics.
Alternatively, you can use Heat Mapping to working out areas for improvement like www.hotjar.com.
Thanks for reading, I hope this article isn’t too cryptic and there are many areas I have just skimmed over when putting together this article. But I hope I’ve helped you to understand how you can target your key demographic and increase your online sales.
If you would like to learn more about how we create our detailed customer acquisition strategies then contact us or leave a comment below.