How to Find Your Perfect Audience

How to Create Target Personas

how to find your perfect audience using surveysThis post is a followup to Writing Content for a Website. In this post, we are going to cover a very new and counter-intuitive way to find your perfect audience using surveys.

Content can also be used to rank higher in Google, Bing and Yahoo. For more on that, click here. The strategies of attracting people to your website and converting them are vastly different, but important.

You wouldn’t try to sell air-conditioners to eskimos, would you? It would not be as big a market as selling air-conditioning to residents of the United States or Central America. Conversley, you’ll sell more mukluks north of the Canadian border than you will south of the Mexican border.

You need to understand your perfect audience’s needs so that you can create content that will appeal to them. You will also use this information to effectively market to them!

There are almost always more than one target persona, marketing persona or avatar! To keep them straight, we often name them.

Think of your avatars as sketches or dossiers of your ideal prospects that show you how to find your perfect audience.

They would certainly include their primary and secondary challenges and the solutions you can offer them. There might be information about his or her job title or role. You might include demographic information, such as age (narrow or broad), gender, occupation, salary, location, education, values, personal interests, politics, religious affiliations, media consumed, etc. Anything that helps describe your perfect audiences, their needs and what differentiates them form each other.

There is almost always something you can learn about them to ultimately increase your conversions. (And your site traffic. More on that another day.)

“Understanding who your Target Personas are and what solutions they are looking for is a mandatory requirement for Website Success.”

Continue reading

Writing Content for a Website

The Biggest Obstacle to Building a Website

In 20 years of building websites for clients large and small, we always tried to refine our process to make website development as easy and effective as possible. To do it right, website owners need to understand their target personas (audience), their needs, their competitors, the resources they have to invest, the technology they’ll use to build engagement or sell their products or services, the hosting…the list goes on an on.

One thing is for sure, the biggest obstacle to building a website is writing content for a website. That includes not only page content, but blog posts and product descriptions. It might include scripts for audio or visual content and it definitely includes photos, icons or other images that help the visitor decide that they have found the solution they are looking for.

planning website content with hierarchy

Website content creation begins with a well thought out site hierarchy.

Keys to Website Success

There are many keys to a successful website, but the two most important keys to website success are getting visitors (traffic) to the site and converting those visitors to buyers. We are focusing on website conversion today, and will have followup posts on related topics over the next several days!

Continue reading

How to Rank Content Number 1 on Google

Characteristics of content that ranks #1…

I’m working on a client site. The guy wants to rank his blog posts higher in search engines. I thought you might like to know how to rank content number 1 too.

What keywords do we want? Use Google keyword planner

Before we get to how to rank #1 for your content, we must address this question:

“What keywords do we want to rank for?”

You may be able to guess SOME of your keywords, but not all of them. I had a client in the landscaping business who once said, “I’ve been doing this 20 years, I think I know what’s important.

Yes, but what you think is important and what your client thinks may be different things.

It is key to understand what your Target Persons (some call the Avatars) are looking for and how they write their query.

There is a difference between someone searching for “landscaping in Naperville” and “landscaping design in Naperville” or simply “lawn maintenance.”

Consider buyer’s intent. Someone searching on “Lisle IL real estate” may have different needs; from wanting to buy a home or apartment complex to wondering what their home is worth. Someone who searches for “3 BR brick ranch in Downers Grove” is probably a buyer, but could be a seller looking at comparable listings.

Use the same vernacular as your prospect. They often begin a search with a question, “What is the best…” “Why…” or “How do I…”  Maybe they ask this way, “Best pizza/plumber/eye doctor/insurance agent/restaurant in Lombard” if they’re looking for local products or services.   Queries are similar when location is not important.

How do I know what keywords to target?

There are lots of ways to find out what people are searching for and I will go into more detail in a future article, but one free tool you might want to get familiar with is the Google Keyword Planner. Continue reading