In this fourth instalment of how to sell better with SEO and e-commerce we’re going to look at the audience you’re selling to and how you find out who they are.
While you may be doing everything else right when it comes to the techniques you use to grow your business online if you don’t know who your core demographic is a lot of your efforts are going to be wasted.
Before writing any product descriptions or creating a list of keywords you’re going to focus on it’s important to know who’s going to be reading them and searching for them.
Knowing Your Audience
If your niche is very specific, say you’re selling decorative tea pots or customised skateboards, then you’ll probably already know who your audience is. However if you have a more varied inventory of goods, or sell a product that has broad appeal, then it might be less easy to determine the demographic, or demographics, you should be targeting.
Established businesses will have less work to do as they’ll either already be aware of their audience or have enough information at their fingertips to quickly come to some conclusions. Existing customers can be surveyed for their opinion and feedback while pages that are already performing well will offer guidance on tone and style for pages that are under-performing.
For startups it’s less easy to establish the right tone of voice and determine the keywords you should be using for your product descriptions. A good starting point is gathering feedback from family, friends and the people you do business with.
It’s also worth finding someone who’s already been successful in a similar niche to you and see the audience they’re targeting, the tone of voice they use and the keywords they rank well for. Another tactic is to put yourself in a potential customer’s shoes, if you were buying your product what factors would make you want to buy it?
Whether you’re well-established or just starting out Google Analytics can be a valuable source of information about who your audience is, showing where they came from, what they looked at and what their response was.
Finally social media is also your friend when it comes to gathering feedback. Whether it’s through direct interactions on your social media accounts or through likes, shares and comments on your product pages, you’ll be able to assess what’s working while improving social media engagement.
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