I can’t emphasise enough just how important it is that you understand your customer, their wants, needs and desires.
Put simply, your online marketing initiatives will fail without this absolutely imperative piece of information…. “what does your customer want?“
Give Your Customers What They're Looking For…
We’ve all worked, at one point or another, for a business whereby we aren’t necessarily the end user of a product/service, needless to say, you may have no interest in the products you are trying to sell. If this is the case, you need to learn pretty sharpish what instigates the desire of your potential site users to visit your website?
This message is carried through all aspects of online marketing, your Adword ad, your affiliate marketing message, your site content and your SEO. How can you devise a Call to Action if you do not understand the driving force behind a purchase or lead decision?
The obvious choice for any business selling widgets is to purchase the keywords and optimise their site for the terms “buy widgets online” “widget shop” “cheap widgets”. This is great whilst you’re actively optimising for the initiated, the consumer who knows what he/she wants. How about the huge reactionary audience who may be searching for similar products from within the industry? A great new piece of research suggests that;
50% of ‘buyers’ purchased ‘similar‘ or ‘unrelated‘ items following a specific product ad clickthru.
That’s half of your audience taking on board your ad, clicking and buying something different. Extending your advertising campaign (whether PPC, SEO, Email or Affiliate) to side-products or offerings will instigate a greater level of click and site interest.
This cannot be achieved without second guessing the motives of your target audience. This can’t be achieved without understanding your customer – know your customer and it will reap dividends for your online advertising.
