Step 1. Defining basic criteria
If you sell, for example, coffee, you expect to attract an audience of coffee lovers. You can go further and specify that these should be coffee lovers of certain varieties. In fact, you can detail the parameters for quite a long time.
Remember that the consumers of the product and the initiators of the purchase form the core of your audience. But do not forget about those who do not like the aromatic drink, but often buy it as a gift.
If you work in the B2B segment, your main activity is wholesale sales of goods. In this case, you cooperate with other companies (primarily suppliers, organizations and institutions, stores, etc.). If you are engaged in retail sales of goods, then your segment is called B2C, and your client can be any person who visits offline and online stores, as well as social network pages.
You may argue that everyone knows about such obvious things and there is no need to mention them again and again. However, practice shows that many marketers forget about what lies on the surface, concentrating on socio-demographic and psychographic parameters. At the initial stage, we recommend defining the following criteria for your business:
broad and narrow audiences;
primary (initiates purchases and el salvador email list acts as a direct consumer of the product) and indirect (acquires but does not consume) customer groups;
type of clients by consumption method (B2C, B2B).
How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
Read more posts on my personal blog:
I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
To get this growth, download our step-by-step template for increasing sales from the site:
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Now we proceed to the next stage.
Step 2. Customer Characteristics
A person's personality and how they perceive information are directly or indirectly influenced by many factors. Among them are gender, age, place of residence, level of education and income, status, social circle and environment.
Who can be considered a typical representative of your target audience, if you are, for example, the owner of a hardware store? A man aged 25–45 living in the capital can be considered a typical representative. He works as a manager in a bank and strives for career growth.
What is remarkable about such a client? First of all, because he is attracted both by goods of the average price segment and by special offers (discounts, promotions) on expensive products. This is explained by the fact that a person who dreams of a managerial position often imitates the life of people with a high social status.
So, the more such information you collect, the more accurate and detailed your customer profile can be. Don’t skimp on this. To put together all the characteristics of your target consumer, use Google Analytics and Yandex.Metrica reports, as well as profiles of potential buyers of your product on social networks. In addition, conduct a deep analysis of your existing customer base, read thematic forums and research in your industry, conduct a survey.
Step 3. Identifying clients’ interests and priorities, describing their lifestyle
A person's lifestyle, as well as their attitude to various goods, services and brands, is constantly influenced by their interests, hobbies and beliefs. You will find detailed information about this on the pages of social networks and blogs, as well as at thematic events and forums.
A great way to get to know your audience is to conduct a survey with lots of open-ended questions that will help you understand your customers' mindsets, interests, and shopping motivations. This valuable information will help you understand where to look for potential buyers, what kind of advertising, and what offers will be of interest to them.
For example, a mountain lover will most likely be interested in a roomy backpack, and a fashionista - in the latest collections. Travelers usually prefer to communicate on specialized forums, so your chances of attracting their attention in the equipment discussion feed are quite high. If girls are constantly disappearing on social networks, then it would be reasonable to place an ad for them there.
Step 4: Studying the audience’s motives and needs
The importance of this stage is difficult to overestimate. It is no secret that the market leaders are the companies that have thoroughly studied the needs of their target audience and learned to satisfy them.
It's time to take another look at your product and try to understand what kind of customer pain it can solve. Don't forget that a need can be conscious and unconscious, deep and superficial.