Understanding Target Buyers: 5 Simple Steps
While you probably already have a fair idea of your target market, researching and utilising specific data can lead to increased sales
Target buyers differ between industries and as a result of this we have come to understand the need to research, plan and utilise different traits within target markets to ensure both better interaction onsite and more opportunity for a closed deal or contract at the end of the buying cycle. To understand success in SEO is to understand the types of users you are targeting – so how exactly is it done?
1. Research your users
Researching users may seem like an obvious first step and in many ways it is. However, looking purely at traffic figures isn’t going to result in sales.
Within each business are target markets and individuals within a company – whether you’re looking at IT managers, HR managers or the business owners themselves there are many perks to how each will search for services and eventually purchase them.
Build up a persona profile, understand how each target consumes information (are they sitting at a desk all day or are they mobile first?). For outreach consider the types of publications they would use or the social accounts followed.
Ultimately, it is key to understand:
- Where are your target market searching?
- What are they searching
- How do you position yourself to be the result of that search?
2. Understand how your current traffic works
The next stage is to understand what your current user base looks like against your current targets.
By deciphering everything from time on site to conversion rate, you will be able to determine one of two things:
- Is your target audience correct?
- Are you giving your target audience what they need?
The best way to approach this is to use paid data for keyword searches and Google Search Console data for organic trends initially. Then better understand things like exit pages, routes to conversion and interaction with objects throughout the site.
For example, if you have a huge level of traffic form a targeted keyword but a bounce rate of 90% and no conversions, there’s a high possibility the traffic to the site is incorrect, or the site itself isn’t offering your target audience the correct information.
Just by utilising current traffic is possible to greatly increase conversion rates and leads.
3. Understand where new traffic comes from
Using the initial paid and organic data for a second time will aid in allowing you to understand where users are coming from and new users, which are more likely to convert, can be sought.
Build a strong blend of keywords that take into account search trends across devices, voice search and general desktop searches. These will be dependent on your target market and will again be split by the different users in each market.
If there is time and budget for extended research think about targeting different areas of the sales cycle. For example, if an assistant is more likely to search more broadly before passing information on to a manager, who may conduct a secondary search with greater targeting then these should both fall into an SEO plan.
4. Target new users
Next up, simply understand how to target these users at each stage in the sales cycle. The use of your persona profiling will be invaluable to understanding the approach need exposure.
Search terms, content and outreach will all be targeted towards new users and increasing the equity within a website.
For example, targeting content towards a particular persona with a clear keyword structure will result in two benefits:
- Brand recognition
- Search crawler recognition
Each of these will increase traffic.
5. Retarget all users
As you gather data from your users and traffic, the next stage is to retarget users – particularly if the buying process isn’t as straightforward as one visit for a transaction.
For businesses with a longer lead in time, retargeting is invaluable in terms of keeping a brand in front of a user and the benefit is you only pay for clicks on adverts that result in visits to the website. So all other branding and exposure which comes off of the back of retargeting is free!
Keith Hodges is an account manager at POLARIS.