Local Business Web Sites: How to Identify Your Online Target Audience and Sell More
If you want to increase your web site traffic and sales, then you need to understand who your target audience is. The reality is that almost everyone is on the Internet nowadays. There are millions of consumers online. Many of them are not your target audience and are never going to buy your product or service, so you need to be able to weed through them to find your potential customers. Improving online sales means determining who your target audience is and using that information to guide your marketing approach.
For local business web sites that want to increase their sales, there are some simple steps that can determine their target audience.
Start with the Problem
Every business solves some type of problem for a consumer. For instance, if you need food to eat, a grocery store provides a solution. If you want to eat but you also don’t have the time to make your meal, a fast food restaurant solves that problem. For every business, there is a consumer problem that is being solved. Determine what your business’s “problem” is and narrow down your target audience from there. For instance, if you provide a home landscaping service, then you are solving a problem for people with homes. In this case, your target audience likely includes middle-class, middle-aged families.
If you want to attract customers, then you need to understand the demographics of your target base. Your business may cater to a wide range of people. However, it is likely that the people most inclined to spend at your business have a certain set of demographics or characteristics. Demographics include things like sex or gender, race, age, income level, education level, and so on. Once you have figured out the problem you are solving, you can quickly narrow down demographics. Some marketing approaches are more successful with certain demographics.
Competitor Analysis: Identifying Your Target Market
One of the easiest and most effective ways of determining your target market is by looking at your competitors. Business web site optimization is crucial to increasing web traffic and sales. By looking at the most successful local business web sites, you can determine what audiences they are targeting and what marketing methods they use successfully. There are a number of online search engine optimization (SEO) and web traffic tools that can help you analyze your competition. SEO experts can also perform these analyses for your business.
Reach Out to Your Audience, Online and Offline
Once you have determined your target audience, you need to reach out to them. Marketing approaches should be tailored specifically for your audience. For instance, an older audience may be more reachable through email, while Millennials are more active on certain social media sites. If you want to sell through web sites, you have to determine the most effective channels through which to reach your audience. While you should use online marketing, consider offline approaches, too. If you have a physical store, you can hand out discount codes for online purchases or include social media links on printouts (e.g., menus, business cards, flyers). Merging your marketing will produce the best results.
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