The internet has delivered businesses a ‘paradox of plenty’. While your website can now get in front of literally billions of people across the globe, this abundance of eyes has in many ways made it more difficult to find your specific audience. Add in the fact that your competitors are looking to target the same set of people, and the challenges for modern organisations can be great.
How do you effectively find the most relevant customers online? It’s a simple enough question, but one that lacks a simple answer. Success demands a deep understanding of your customer, and more specifically, how they use search engines.
Did you know that 46% of all Google searches are for local information? Or that 75% of users never look past the first page of Google results? Insights like these can help you to understand where your potential customers are, and what they’re looking for.
How do you target the right customers?
To target the right customers, you must first have a deep understanding of what the ‘right’ customer looks like. Customer personas can be an incredibly useful tool in this effort, condensing a large section of your customer base into a single, easy to understand individual.
Once you know who you’re looking for, you can target relevant demographics on social media, through PPC ads, or by refining your website, particularly in regards to SEO. This last point is important, as ads and social posts will only point potential customers back to your website – you still need to convert them once they arrive.
How do you target a new market?
Identifying new markets is a core tenet of business development, although historically it has been one of the most difficult, demanding the investment of serious resources into researching areas of potential.
At Growth Partners we make this process far more efficient and effective through our Digital Enablement Program, specifically the New Opportunities and Focus stage of the DEP. This stage sees us drilling down on the content and keyword categories your customers are searching for, and using this information to identify opportunities that may otherwise have gone unnoticed, leading to the development of a clear strategy to unlock new revenue streams.
What is keyword research?
A keyword neatly describes the content found on a web page. It allows a search engine like Google to quickly get a sense of the information that a site or page offers up, which, along with a number of other factors, allows it to rank that site or page appropriately. This means that on the customer side, keywords are the words that a user types into Google to answer a query that they might have.
Keyword research is the science of selecting the most relevant terms for your target audience – the ones that they’re using to search for solutions that you can provide. Keyword research allows you to understand the search habits of your customers, and present yourself as the answer to their problems or needs.
Within the Growth Partners Digital Enablement Program we conduct deep keyword research. We look at what your target audience is searching for, while considering a wealth of other factors including competitiveness, seasonality and popularity.
The importance of using data to find new customers
An endless number of new customers are out there, and they’re only ever a couple of clicks away from your website. Bridging that small yet significant gap is not about guesses or gut feel – it’s a science that demands the use of hard data.
The Growth Partners Digital Enablement Program has been designed around the collection and analysis of quantifiable information. We look at the facts, analyse them to draw out the most exciting insights, then offer a clear path forward to realise the potential that we’ve uncovered. In the information age, the answer to almost any business question can be found in the data – it’s just a matter of digging it out.
The DEP grants your organisation a competitive advantage. It takes into account a wealth of factors, including your industry, competitors, website and target customers, and finds the unique opportunities hidden within.
If you’re ready to gain access to a treasure trove of new customers, we’re ready to help. Click here to book a 15-minute consultation with Growth Partners Director Steve Bambury today.