It’s important to understand the need to research and plan different traits within target markets as target buyers differ between industries. Utilising the correct traits will help ensure both better interaction onsite and help close deals at the end of the buying cycle. How exactly can you do this?

Research Your Users

This is a fairly obvious first step, however only researching traffic figures will not result in sales.

You should build up a persona profile and begin to understand how each target consumes information. For example, are they at their desk all day or will they be more likely to browse on their mobile?

When it comes to outreach, consider what publications they are most likely to read and which social media accounts they are likely to use daily.

Understand How Your Current Traffic Works

You want to be able to determine one of two things:

  • Is your target audience correct?
  • Are you giving your target audience what they need?

You can do this by deciphering everything from time on site to conversion rate.

We recommend you use paid data for keyword searches and Google Search Console data for organic trends in the first instance. You can then begin to better understand things like exit pages, routes to conversion and interaction with objects throughout the site.

If, for example, you have a high level of traffic form a targeted keyword but a bounce rate of 80% and no conversions, then it is very likely that the traffic to the site is either not being targeted to the correct people or that the site itself is simply not offering the correct information.

Understand Where New Traffic Comes From

Using the initial paid and organic data again will allow you to understand where users are coming from.

From this data you can build a strong blend of keywords that consider search trends across all devices, voice search and desktop searches. These keywords will again be split by the different users in each market.

If there is time and budget for extended research it would be beneficial to think about targeting different areas of the sales cycle. For example, an assistant is more likely to search broadly before passing information on to a manager, who then may carry out their own, more specific searches.

Target New Users

Next up, you want to understand how to target your target audience at each and every stage of the sales cycle.

Your main aim is to ensure search terms and content are targeted towards new users, therefore increasing the equity within a website. Targeting content towards a particular persona with a clear keyword structure will result in two benefits:

  • Brand recognition
  • Search crawler recognition

Both of which will result in an increase in traffic.

Retarget All Users

As you gather data from your users and traffic, you want to follow up by retargeting all users, at every stage. The more complicated the buying stage, the more important this is. Retargeting is invaluable in terms of keeping a brand in front of a user.

POLARIS is an SEO agency, for more information feel free to contact us

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