It happens all the time. People put their heart, soul, and hard-earned money into starting a business they believe in. They build a website, work on their online presence, and even come up with some keywords they want to rank for. They then write content and post it on their website, only to not get the results they were after. The quality is there and the idea is spot on but there is little to no interest and nobody is sure why? More often than not, businesses don’t take the time to understand their audience and segment their advertising efforts. The result – wasting marketing resources on people that don’t need what you’re selling. To make sure it doesn’t happen to you, we’ll tell you how to avoid targeting the wrong audience.
What can we learn from successful businesses?
The Movers Development team is full of experienced experts, and we work with numerous thriving moving companies. So, we know a thing or two that can help you position yourself for success. To start with, the vital first step is to figure out who your audience actually is.
It’s called a target audience for a reason. These people are your ideal customers, and you have to know every bit about them if you want to succeed. And when you learn all there is to know — it’ll be much easier to create quality content for SEO, as well as high-converting ads for your PPC efforts. In other words, the best way to avoid marketing to the wrong audience is to find the right one. So let’s see how you do that.
Conduct market research
The first thing you want to do is analyze the market. If you’re going to do things by the book, go with the SWOT analysis. It’ll help you understand your business better and pinpoint all your strengths and weaknesses. Further, it’ll tell you plenty about your intended audience. Here’s a list of things you’ll get insights to:
- Location of your audience
- Demographics
- Psychographics
- Industries they work in
- Market trends
- Economic shifts
- Customers’ behavior and buying habits
- Personality type and pain points
- Audience’s motivation
- Competition
Once you collect all the data, you can draw some conclusions and move on to the next step.
Get to know your leads
All branding experts will tell you — branding is all about understanding the buyer’s journey and pain points. Thus, you want to find out how these people stumble upon your products and what problems it helps them solve. Think about what goals they’re after and how you help them get there.
With that information, you can create buyer personas. These are fictional characters that represent your ideal buyers. Make their profiles detailed, and it’ll help you understand what they need you to do and how to avoid targeting the wrong audience. You’ll be able to look at things from their perspective and see new opportunities for your growth.
With your buyer personas in mind, you can craft your key messages and content that will speak to them. You’ll be writing about things they’re interested in, so they’ll find it online, and they’ll read it. If they like it, they’ll come back for more, and that’s how you get them. The more often they return, the more likely they will convert into your customers.
If you’re a moving company, this means that the majority of leads you get from your organic traffic will be top moving leads. People preparing for their relocation will visit your site, and with good content, it won’t be hard to convince them you’re the way to go.
Learn more about your customers
Who could be the best customers for your business than the ones you already have? If you can do it, call your clients and ask them some questions about their demographics and preferences. If you listen carefully, they’ll tell you exactly what you need to do to improve your business.
Of course, calling your audience or contacting them, for that matter, isn’t always possible. So, the next best thing is to resort to analytics.
Start with your social media and website analytics. See who visits your site, how long they stay on it, and what pages they like the most. On top of that, see what your audience likes about your social media presence and what they don’t respond to well.
Then, if you want to take it a step up, hop onto advanced tools like Google Analytics, Hubspot, and Facebook Insights. There’s more information about your audience there than you can read, so feel free to spend as much time as you like using them.
Take a multi-segment marketing approach
Even if you’re only marketing one service, you want to use multi-segment marketing. It allows you to combine digital, social media, copy and content writing to get to a broader audience that your product will be appealing to. You’ll use more channels, so you’ll be able to reach more people who use different mediums but all like the same things.
For movers, as these are our expertise, this is the time to take on PPC advertising. It’ll help you reach a part of the audience you need and bring more traffic to your website. If you don’t have much experience dealing with Google Ads for moving companies, contact us, and we’ll do our best to help. However, if you still want to do it yourself, remember that PPC is all about getting those keywords just right.
Don’t cast a net too wide
Although we just talked about reaching more people, you don’t want to take it too far. Instead, focus on getting to people who are likely to buy what you’re selling. Follow the route of niche marketing, and you’ll attract more people that’ll become your loyal customers. They’ll be happy with your offering as it’s filling their needs, and if you’re lucky, they’ll promote it for you. Word of mouth is still one of the best forms of advertising, especially in the service-based industries.
Conclusion
And that concludes how to avoid targeting the wrong audience by finding the right one. Once you know your audience, use that information wisely to grow your business and create relationships. The more people trust you, the easier it will be for you to stay ahead of the curve.
