Do you really know who your customer is?So, you're ready to get more customers with a really cool funnel or landing page, but do you know where to start? Fancy marketing tools don't matter if you have no idea who your customer is. Target the wrong customer and all you've done is waste time and money. Even the best Ads will end up with zero response when presented to the wrong audience. Take a look at the 4 steps to understand your your customer and discover what your competitors already know. 1. Research your marketThe first step in a successful campaign requires some Market Research to learn who your customer is and where to find them, otherwise, I wouldn't hold my breath on getting more than meager results. Think of it like selling dog food to a random group of people, not knowing if they were dog owners. How much success would you have? Not very much if any. Now try to sell dog food to a group of 'pet' owners, you would get more interest. If you see my point, you should be thinking, 'What about selling to a group of 'dog' owners?' That is even a better target audience! So why would you try to sell anything to the wrong customer? Luckily, there are ways to find out 'who' the right customer is if it's not quite as clear as a dog owner. Take it a step further and get relative data that can turn an okay campaign into a lightening rod for customers. Learn who your biggest competitors are, what type of ads work best for your market and what triggers your customer to buy. How much you know about your customer is relative to your campaign results. 2. Know your CompetitorsHaving a bunch of data on existing customers is a great way to analyze who your customer is, but what if you don't have any yet? You can use some deductive reasoning and create a hypothetical customer, hoping that you guessed correctly but research marketers can tell you that identifying your biggest competitor is a clever way to discover what's working in your market and who's buying. Try this for your business. Imagine you were searching for your product or service. Go to Google and search (as you expect a customer would) to find your product. Make sure to be specific to your location and anything else that might be pertinent in your search. The results are going to show your top competitors. Notice which listings are paid ads and which ones are organic. I also like to look at the reviews and see how they affect googles placement. 3. Compare DataTop ranking competitors are either buying ads and have a targeted customer (hint), or they rank high because they have content and visitor engagement that google determines is valuable to customers searching for the product (as determined by the keywords you used). Using different keywords could get different results. Paid listings are great resource because you can click on the Ad and get more data. See who or what they are they focusing on? Are they targeting a specific customer concern, question, or pain? Who would that customer be? Notice how these questions can begin to identify who might need your product or solution. Once you learn who your competitors are and how they target customers, (organically or with paid Ads) you can use tools like SemRush to compare how they rank, their traffic volume, and learn what keywords they use. 4. Dig DeeperSo now you know who your competitors are and the keywords your customers use. Let's dig a little deeper to find out more about the customer. Using tools like SimilarWeb and Alexa will show detailed demographic and psychographic profiles. Not only will you discover in-depth customer profiles, but also learn where to find them and what's working for your competitors. Combine that with finding buyers 'In the Market' for your products and you're certain to blow away the competition - but that's another topic.
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