Before reaching your goals, you need to help your audience achieve their goals with the help of Audience Research. Logical, isn’t it? Too often, marketers fall into the trap of creating landing pages with only their goals in mind.
No wonder visitors don’t click on the CTA.
Creating a highly variable landing page shouldn’t be left to chance – it’s through using your audience’s perceptions to create an engaging combination of text and images.
The key to converting visits to your landing page?
Marketers often learn that if you talk to everyone, you won’t talk to anyone. It is true! A unique approach to your campaigns will never be as effective as being specific and highly relevant to your prospects and their needs.
4 research methods for listening
1. Conduct customer interviews/surveys
Customer conversations are generally considered a preparatory activity. Reach your ideal customers to get feedback on your Minimum Viable Product (MVP) and that’s it. The problem here is that this leaves too many opportunities. Customer information can provide a lot of value between the startup and development phases.
To improve the product for your customers, you need to make sure they play the game. By doing ongoing research, you can develop a product that your community likes, especially as it informed them.
Start with the big picture.
It’s tempting to create surveys and interview questions that focus on a product feature that you think might be useful. But it allows you to confirm the bias. Instead, focus your questions on the user experience.
If your product’s goal is to make content distribution easier and more scalable, stop asking about tools your customers may already be using. Ask questions that help you understand your barriers and needs for high-level executives.
2. Monitor social media platforms
One of the best ways to get involved in audience research is to find out where your audience is online. There is a tendency to rely solely on Google to find answers that provide more insight into the interests, online behavior, and patterns of its customers. You can also look at competitors to see what they’re doing or look at surveys from leading companies to see what has worked in the past.
But there’s a lot of information floating around on social media platforms that you too can learn from.
Other social channels
Visit Quora, Twitter, Instagram, Reddit, LinkedIn, and YouTube to find out what your audience is curious about and how they engage with these topics online.
Many of these channels include analytics on the platform, but you can also use social listening tools like Keyhole to track mentions of your brand, track competitor conversions, and identify relationship-building opportunities.
3. Competitive Analysis
You may want to focus only on your brand and not look at your competitors, to avoid being swayed by their tactics or, frankly, a little intimidated by their presence.
But the reality is that understanding your competitors’ position helps you better refine yours. Your primary focus in competitive research should be on understanding consumer sentiment about competing brands and products.
4. Google Analytics reporting or alternative site performance
To connect with your online audience, you need Google Analytics. It’s one of the first tools many marketers integrate into their technology stack to gain an understanding of the traffic they’re driving to their landing pages.
Google Analytics helps you capture your target demographics, but takes it a step further by targeting high and low-value users so you can adjust you’re spending to reach a broader audience of interested consumers.
Analyze your results
Now that you’ve traveled a lot collecting data about your audience, it’s time to deconstruct what it all means. Not all users in your target audience will be the same. By breaking them down into subcategories based on similar templates, you can personally distribute campaigns for each segment.
Don’t let your extensive research end up in the trash. Your audience’s insights will certainly help you optimize your landing page, but they can also help you optimize other parts of your marketing strategy.
Start experimenting with social channels, niche communities, and your advertising campaigns to better understand how consumer behavior changes during your shopping visit. The research aims to continuously know the factors that affect your hearing.