Transferring Audience Insights into Website Success

In this post I am going to be sharing actionable tips on how to turn your knowledge of your ideal audience into marketing success. Highlighting exactly where and how you should be using that knowledge with some great ideas on how to put it into practice. These tips are all aimed at small business owners, who like you are not marketing experts.

To recap, there are some basic things you should already know about your audience:

• Demographics = age, gender, location, income, occupation

• Psychographics = characteristics and traits such as values, desires, goals, interests, and lifestyle choices

• Needs and Pain Points

• Communication Preferences

💡TIP: Why not save all your audience knowledge into a handy factsheet to print out and refer back to whenever you need it. I've got one you can download here.

How can you get hold of data and insights about your audience?

There are a whole bunch of ideas and tools you can use to gather that much needed data.

• Polls on social media. These are super quick engaging ways to get your audience talking.

• Online surveys with Google forms or Survey Monkey. Discounts, freebies, or early access to deals can sweeten the deal and get them talking.

• Dive into Google Analytics to see who's checking out your website. You can learn a lot from where they're coming from, what pages they're into, and where they're bouncing.

• Social Media insights. See who's following you and what they're chatting about. Likes, comments, and shares can give you a clue about what makes your audience tick.

• Chat with prospects and customers. Ask them what they love about your biz and where you could do better. People love to talk, especially when you're asking them about themselves!

• Reviews. Check out what people are saying about your business on Google, Yelp, or Facebook. Their reviews can be a goldmine of feedback.

• Communities. Join some online (and face-to-face) groups where your audience or industry hang out. Listen in on the convos, ask questions, and get to know your audience better. 

• Free market research reports. Just a quick google will bring loads up online. To get the lowdown on your industry and audience

• Keep an eye on those competitors. Check out their social media, website, and reviews to see what's working for them.

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So now you know your ideal audience - what happens next?

Let’s break down how knowledge of your ideal audience demographics can be applied to various aspects of your marketing efforts.

By applying useful insights from audience demographics (age, gender, location, income), psychographics (characteristics and traits such as values, desires, goals, interests, and lifestyle choices), and pain points into actionable marketing strategies, you can effectively connect with your target audience on a deeper level, drive engagement, conversions, and long-term loyalty.

First up in this series, I want to explore how to craft your websites using information about your audience.

Writing your Website Using Key Audience Insights

Crafting an enticing homepage 

• Write headlines that directly address a key pain point or desire of your target audience. Highlight their values, and interests to draw them into wanting to hear more.

  • For example: "Tired of wasting money on ineffective workouts? Discover the science-backed fitness plan that delivers results!"

• Showcase benefits or features that align with your audience's goals.

  • For example, "Revamp your home décor effortlessly with our eco-friendly interior design service!"

• Use a clear call to action (CTA) that speaks to your audience's desired outcome.

  • Such as “Start saving time and money today! Sign up for your free trial.”

• Choose a website style and design that appeals to your audience, considering their age, gender and interests.

  • For example you are going to take a very different design approach to appeal to young adults aged 18-30, predominantly female, interested in fashion and beauty compared to a 70 year old retired teacher.

• If your products or services are location dependent, highlight the location of your ideal audience.

  • For example: “Welcome to The Coffee Cup, serving Farnham with great coffee!"

Website Copy that will wow your audience

• Write your website copy using language, tone and personality that resonates with the age, interests and gender of your audience. Consider your humour and overall attitude being portrayed. 

• Develop landing pages that appeal to your audience's psychographic profile, addressing their values, interests, and lifestyle aspirations. Align with their expectations. 

• Highlight how your product/service can meet the goals and aspirations of your audience, speaking directly to their desired outcomes.

• Incorporate testimonials or case studies that demonstrate successful outcomes related to goals or concerns your audience are experiencing.

SEO - Meta Descriptions and Page Title Tags to reach your audience

• Integrate keywords that reflect both the demographic characteristics and psychographic motivations of your audience.

• Write meta descriptions that address the specific goals or pain points of your target audience, enticing them to click through for a solution.

Meta descriptions directly address the goals and pain points of the target audience by highlighting the benefits of the business's productivity tools and enticing them to click through for a solution. The language is concise, compelling, and tailored to resonate with busy professionals seeking solutions to their time management challenges.

Blog posts to deliver engagement

• Write blog posts that delve into topics related to your audience's goals, and pain points, providing actionable insights, problem solutions and routes to a goal.

• Incorporate storytelling and examples that resonate with your audience's experiences, and challenges.

• Encourage readers to share their own stories and tips in the comments, this creates a sense of community and shared experience.

• If your products or services are location dependent, highlight the location of your ideal audience regularly in your content. 

By incorporating storytelling, actionable insights, and locations into their blog posts, small businesses can create engaging content that resonates with their audience's goals, experiences, and challenges.

Google ads to drive traffic

• Use audience targeting options to segment your audience based on demographics, interests, or behaviours.

• Craft compelling headlines and ad copy that speak directly to your audience's needs, desires, or pain points.

• Highlight the benefits of your product or service and use ad extensions to provide additional information.

• Ensure your landing pages align with your ad messaging and cater to your audience's needs for a seamless user experience.

By implementing these strategies, these small businesses can effectively use Google Ads to reach their target audience, craft compelling ad messaging, and drive traffic to their websites with landing pages that provide a seamless user experience.

By aligning your website design, messaging and landing pages with the knowledge you have of your audience's preferences and objectives, you'll drive better engagement and results, plus that all important long-term loyalty.

If you need any help to apply this knowledge to your own small business, drop me a line and I'll see what I can do to help.