A lot of people assume that just by having a website, they will now make endless sales or get a load of customer enquiries. Wrong!
A website – even a great looking one – is useless if it is not optimised for SEO and people therefore can’t find you.
There is this pesky little thin called SEO. You have most likely heard about it and know that it is important to show up on Google. SEO stands for Search Engine Optimisation and it aims to rank your website high on google so that people click on it and look at your website.
But showing up on Google is more than just plastering some key words across your website. It is complex and time consuming and it takes time.
So how to get started?
There are 3 parts to getting found online and convert your traffic into paying customers:
- Know your customer
- Have a well performing Website
- Drive traffic to your website
This Blog Post is focussing on part one – the basis of the equation:
Getting to know your customers.
Defining your target customer is a part that most startup companies skip. You have a product or a service that you think people need, so you set up a Facebook Page and an Instagram account, spend time on finding a cool name and maybe you do a quick website on Squarespace or Wix.
Finances are tight and you just want to start working. BUT, really know who your target customer is, is vital. Without that knowledge you waste precious efforts and might end up getting heaps of followers or website visitors that don’t convert. Because they don’t value or need your product.
You need to understand your target customer so well, that you can address their problems and needs with the relevant solution.
You can start defining your target audience by building a profile of your average target customer. This should include their demographics, problems they face, emotional inclinations and behaviours. You also must discover their aspirations, hopes, objectives and goals so that you can position your products and services as something they want and need.
An “ideal customer” could be defined as someone who is most likely to benefit from using your products or services. For example, the ideal customer of a for a male anti-aging cream would be a male 40 to 60 years old who values a good appearance and is prepared to spend money on quality products.
What makes up an idea customer profile:
Demographics: age, geographic location, family, work, income
Psychological Data: the demographic data told us who our Ideal Client is.
Psychological data, however, will tell us why they would want to purchase our products or services
Customer Goals: What problems or needs do they have?
Channel Preference: Are they active users of Facebook, Twitter, Instagram or other social media channels?
Behavior: where and how do they typically shop
Once you have answered all of the above questions, create a buyers persona:
A buyers persona is a detailed description of someone who represents your target audience. This is not a real person, but a fictional person who represents all of the characteristics of your ideal potential customers.
You’ll give this customer persona a name, demographic details, interests, and behaviours. You’ll understand their goals, pain points, and buying patterns.
The idea is to think about and speak to this model customer as if they were a real person. This allows you to draft your website copy and your marketing messages targeted specifically to them. As different groups of people may buy your products for different reasons, you might need to create more than one buyer persona to represent each segment of your customer base.
Source: Brightspark Consulting
Now that you know exactly who you are selling to, it is time to generate a list of keywords.
Consider what the client would typically search for and get a list of phrases, brainstorm about similar words and group them. The result could be something like that:
Capture all your keyword combinations in an excel spreadsheet, make sure to include locations if your target audience is mainly present in a specific area.
|Bike Maintenance Tools Auckland|
|Bike Pump Maintenance Auckland|
|Bike Pump Maintenance North Shore Auckland|
|Bicycle Maintenance Tools Auckland|
|Bicycle Pump Maintenance Auckland|
|Bicycle Pump Maintenance North Shore Auckland|
Phew, hopefully by now you have ended up with a list of meaningful key words that are specific to your ideal customer. Well done, you for making it all the way to here!