Getting traffic for your brand isn't enough to be successful. You need traffic from the right people. Those that can be profitable. Traffic from your target audience.
Below we will talk about how to find potential customers and determine the target audience.
In a nutshell, we are talking about potential buyers. In a little more detail, the target audience is a group of people for which a product or service is being created (product, website, work, etc.). It can be distinguished based on the behavioral characteristics of users, their age, preferences, gender, education level, and place of residence.
Marketers are guided by the target audience when developing advertising campaigns so that as a result, the product reaches potential buyers, and does not "call out" the eyes of those who are not at all interested in it.
In this way, personalized ads are created that attract new customers. Also, finding a suitable target audience helps in reducing the cost of promoting a product or service, since you have to create advertising materials only for a specific group of people.
One of the key mistakes that novice marketers make is developing advertising campaigns without relying on the target audience. They are trying to get traffic from any source and do not understand that the benefits from it will be noticeably less than when optimizing ads for potential buyers.
You can throw all your efforts to work on key queries with a large volume, but not get a penny from them, because your target audience does not pass such queries. Or you can act in a targeted manner by properly setting up targeting and creating appropriate content.
Having familiarized yourself with your target audience, you can avoid wasting time on writing irrelevant materials and promoting in those channels from where the solvent audience will not come later. It will be possible to create content that carries not only additional traffic but also additional profit, which is much more important.
Potential buyers can be roughly divided according to four criteria:
In the first case, we are talking about dividing customers into main (the product is focused on them) and indirect (they take part in evaluating the product and often in purchasing it). Children are often cited as an example as the target audience of toys and their parents as an indirect target audience paying for the product.
In the second case, we are talking about the coverage of a specific type of product. Broad audience - video game lovers, the narrow audience - RPG fans.
The third point implies the division into B2B and B2C, that is, the creation and advertising of a product for a business or for individual users.
The fourth is the division into people who come to the company for information and real customers who come for the brand's services.
This is categorization in its broadest sense. This is where marketers start segmenting target audiences to get closer to identifying potential buyers. But the audience search procedure includes many more points.
Working with the target audience begins with its definition. Above, we looked at the general methods of dividing leads into groups. Now let's talk about a more targeted search for a solvent and interested public. To do this, you need to answer 5 simple questions.
You can find answers to them using polls and questionnaires on social networks, that is, directly communicating with users. But in this case, it is necessary to take into account a significant part of people who “shout” a lot, but, in fact, do not even makeup 5% of the real target audience. You need to approach the search more scrupulously and thoughtfully.
Now let's move on directly to the questions that will help with the search for your target audience.
It is necessary to draw up a portrait of a potential buyer to whom the advertisement is targeted. That is, a person who may be interested in the services offered, but not the fact that in the end, he will bring some kind of profit. The list of characteristics includes:
There is a more specific set of characteristics called a portrait of a person. Below are the points of the ideal buyer, to whom the product is ultimately targeted. But the persona requires a deeper analysis to find out:
In an attempt to find potential buyers, marketers sooner or later come to the conclusion that they need to clearly identify people interested in the advertised brand. You need to find out who is following the company's (and competitors') social media accounts, who like posts, who leave comments, and who distribute content related to a particular brand or similar product.
Marketers never tire of repeating to newbies that people do not come to you for a product or information as such. No one needs them in their pure form, because the product itself is of no value.
People turn to the product to solve a problem. And it is important to define it even at the stage of target audience identification. Buyers rarely take a vacuum cleaner so they just have a vacuum cleaner. They have dust to remove, hence the need for a vacuum cleaner.
The most obvious way to find your target audience in the event that you are promoting a product that already exists on the market is to analyze the public using the services, services, or products of competitors.
At the same time, you can take a closer look at a competitive business, find out how it works with its audience. Perhaps it will be possible to find some shortcomings, which later can be turned into their own advantages. You can also look at other interests of the target audience of a competitor and hit them in your advertising using new channels or other needs related to your product.
Traffic refers to the flow of users passing through the site or launching an application. This is the number of visitors measured by "visits" (sometimes called "sessions").
Each entry of a unique user to the site counts as one visit. The more such visits are, the more effective the advertising campaign of the resource is considered because it helps to attract a large audience.
Therefore, webmasters are trying to optimize all possible resources in order to attract as much traffic as possible. Optimization gives:
Targeted traffic can be called "quality". It means visits of people who are interested in purchasing a product/service sold on the resource.
Either these people initially go to the page to spend money (order something/make a purchase), or they are at the stage of thinking, looking for some product, but cannot yet decide. Such potential customers are also needed because there is a chance to convert a thoughtful person into a real sale.
For information resources, targeted traffic will be traffic from people consuming the relevant content. If you write about music, then musicians of all stripes visiting your blog will be your target audience. This means they will generate targeted traffic.
These are lost souls who happened to be on the site or in the application by accident. They have no intent to buy or the desire to consume content from the page they wandered into. Their appearance is an accident.
This can also include competitors from resources similar to yours, who decided to study your advantages and disadvantages, as well as analysts who collect information on the topic with which the site is associated.
It can also be artificial traffic. Due to crowd marketing and other "simplified" schemes of audience extraction, hundreds and thousands of uninterested users can be brought to the resource. Yes, due to them the amount of traffic will grow significantly, but there will be no profit from it. Therefore, such traffic can be considered "poor quality".
The term "desktop" means a desktop PC, that is, any non-mobile computer. But in the case of traffic, it is not specific types of devices that count, but operating systems. There
are Windows, thousands of Linux, and macOS clones, most of which are installed on PCs. Traffic from them is considered desktop.
The amount of such traffic is gradually decreasing due to the expansion of mobile devices, but it should not be underestimated.
If the experience of a person's interaction with the desktop version of the site is not positive enough, then you can lose a client who is initially favorably disposed to purchase/order services after working with a mobile site.
This includes mobile operating systems. Here, everything is clear without additional explanations. Now the Internet is a mobile-first structure, in which every web application or resource is initially adapted to smartphones and tablets.
A growing segment of users does not use desktop operating systems at all. For them, the mobile version of the site is the only source of information. Therefore, this traffic is often valued the most.
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