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.
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.
Here are 4 examples to explore
EXAMPLE 1:
A small business that specialises in providing online will-writing services targeted towards adults aged 30-50, both male and female, who are starting families, purchasing homes, or planning for the future.
Here’s an example of how this online will-writing service could write website copy:
Homepage Header: “Secure your family’s future with ease: Simplified Will-writing solutions tailored just for you!”
Product Description: “Introducing our hassle-free will-writing service from [Business Name]. Crafted with care and expertise, it’s your key to ensuring your loved ones are protected and your wishes are honoured. With our user-friendly platform, creating a legally binding will has never been easier.”
About Us Section: “At [Business Name], we understand the importance of planning for the future. Whether you’re a new parent, a homeowner, or simply want peace of mind, our team of experienced professionals is here to guide you through the process with empathy, expertise, and a touch of warmth.”
FAQs Section: “Q: Can I update my will in the future? A: Absolutely! Life changes, and so can your will. With [Business Name], you have the flexibility to make updates as needed, ensuring your wishes are always up-to-date and legally sound.”
Contact Us Page: “Questions about will-writing? Need assistance with your account? Our friendly support team is here to help! Reach out to us via phone, email, or live chat, and we’ll provide the guidance and reassurance you need every step of the way.”
Footer: “Take the first step toward peace of mind today! Sign up for our newsletter to receive expert tips, exclusive offers, and invaluable insights into estate planning. Because protecting your family’s future should be as easy as saying ‘I do.'”
In this example, the language is informative, empathetic, and reassuring, catering to the life stage and concerns of the target audience. The tone is professional yet approachable, with a focus on providing guidance and support during a sensitive and important decision-making process. By speaking directly to the age, life stage, and concerns of the audience in a way that feels trustworthy and supportive, the small business can effectively connect with their ideal customers and instil confidence in their services.
EXAMPLE 2:
A small business that produces quirky, handcrafted jewellery targeted towards young adults aged 18-25, predominantly female, with a love for unique fashion pieces and a playful sense of humour.
Here’s an example of how they could write their website copy:
Homepage Header: “Welcome to [Business Name]: Where every piece has a unique story and adds a dash of quirk to your look!”
Product Description: “Introducing our latest creation: the [Product Name] necklace, perfect for those who dare to be different and embrace their inner free spirit. Handcrafted with love and sprinkled with just the right amount of sparkle, it’s a statement piece that speaks volumes without saying a word.”
About Us Section: “At [Business Name], we believe jewellery should be more than just an accessory – it should be a reflection of your personality and a conversation starter. Our mission? To bring a little bit of magic into your everyday life with our handcrafted creations that are as unique as you are.”
FAQs Section: “Q: Are your pieces hypoallergenic? A: Absolutely! We know how sensitive some divas’ skin can be, so all our jewellery is nickel-free and made with skin-friendly materials, ensuring you can sparkle worry-free.”
Contact Us Page: “Got a burning question, a dazzling idea, or just want to say hi? Drop us a line! We love hearing from fellow sparkle enthusiasts and promise to get back to you faster than you can say ‘shine bright like a diamond.'”
Footer: “Stay in the Loop! Join our VIP list for exclusive deals, behind-the-scenes peeks, and a whole lot of sparkle delivered straight to your inbox. Because life’s too short to blend in.”
In this example, the language is upbeat, whimsical, and inclusive, resonating with the youthful and playful spirit of the target audience. The tone is light-hearted and friendly, with a touch of sass and humour that reflects the brand’s personality and attitude. By speaking directly to the age, interests, and gender of the audience in a way that feels authentic and relatable, the small business can effectively connect with their ideal customers and build a loyal following.
EXAMPLE 3:
Sustainable, ethically sourced skincare products targeted towards environmentally conscious individuals who prioritise natural ingredients and holistic wellness.
Here’s an example of how a sustainable skincare product could develop landing pages on their website:
Landing Page: “Discover Your Natural Glow”
Headline: “Unlock radiant skin the eco-friendly way: Experience the power of nature with our sustainable skincare collection”
Introduction: “At [Business Name], we believe that beauty should be as kind to the planet as it is to your skin. Our mission is simple: to provide you with luxurious skincare solutions that harness the power of nature, without compromising on effectiveness or ethics.”
Key Benefits Section:
- “Pure Ingredients: Our products are crafted with carefully selected natural ingredients, free from harsh chemicals and toxins, to nourish your skin from within.”
- “Sustainable Practices: We’re committed to sustainability every step of the way, from sourcing eco-friendly packaging to supporting ethical supply chains. Because taking care of your skin shouldn’t come at the expense of the planet.”
- “Holistic Wellness: Embrace a holistic approach to skincare that nurtures your body, mind, and spirit. Our products are designed to promote overall well-being and radiate beauty from the inside out.”
Call to Action: “Ready to experience the transformative power of nature on your skin? Explore our sustainable skincare collection today and embark on a journey to glowing, healthy skin that aligns with your values.”
Footer: “Join Our Eco-Beauty Community: Sign up for exclusive offers, skincare tips, and sustainability insights delivered straight to your inbox. Because together, we can make a difference for our planet and ourselves.”
In this example, the landing page is tailored to resonate with the values, interests, and lifestyle aspirations of environmentally conscious individuals. The language emphasises sustainability, natural ingredients, and holistic wellness, aligning with the expectations of the target audience and addressing their desire for ethical skincare solutions. By speaking directly to their psychographic profile and values, the small business can effectively capture their interest and encourage them to explore their product offerings further.
EXAMPLE 4:
A small business owner that offers personalised financial coaching services targeted towards young professionals aged 25-35 who aspire to achieve financial freedom and stability.
Here’s an example of how a financial coaching service might highlight how their service can meet the goals and aspirations of their audience on their website:
Headline: “Unlock Your Financial Potential: Personalised coaching for young professionals”
Introduction: “At [Business Name], we understand that achieving financial success isn’t just about making money – it’s about gaining control over your finances, building wealth, and living life on your own terms. Our personalised financial coaching services are designed to empower young professionals like you to take charge of your financial future and turn your aspirations into reality.”
Key Benefits Section:
- “Customised Strategies: Our experienced financial coaches will work with you one-on-one to develop personalised financial plans tailored to your unique goals, whether it’s buying your first home, starting a business, or retiring early.”
- “Financial Education: Gain valuable insights and knowledge about budgeting, investing, debt management, and more. We’ll equip you with the tools and resources you need to make informed financial decisions and build wealth over time.”
- “Accountability and Support: Stay motivated and on track with regular check-ins and ongoing support from your dedicated financial coach. We’ll celebrate your successes together and provide guidance during challenging times, ensuring you stay focused on achieving your goals.”
Client Success Stories: “Meet Sarah: By working with one of our financial coaches, Sarah was able to pay off her student loans, save for a down payment on her dream home, and start investing for her future. Now, she’s well on her way to achieving her goal of financial independence and living life on her own terms.”
Call to Action: “Ready to take the first step towards financial freedom? Schedule your complimentary consultation today and start your journey towards achieving your financial goals and aspirations with [Business Name].”
Footer: “Join Our Community: Sign up for our newsletter to receive valuable financial tips, success stories, and exclusive offers delivered straight to your inbox. Because your financial success is our priority.”
In this example, the small business effectively highlights how their personalised financial coaching service can help young professionals achieve their goals and aspirations of financial freedom and stability. The language speaks directly to the desired outcomes of the target audience, emphasising customisation, education, support, and success stories to inspire and motivate potential clients to take action.
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. Example: “Discover Tailored Solutions for [Audience Demographic]’s [Pain Point] – [Brand Name].”
- Write meta descriptions that address the specific goals or pain points of your target audience, enticing them to click through for a solution.
EXAMPLE:
An online productivity business targeting busy professionals who struggle with time management and organisation.
Here’s an example of the online productivity business could create meta descriptions for their website:
- Homepage – Meta Description: “Struggling to stay organised and meet deadlines? Discover our suite of productivity tools designed to streamline your workflow and boost efficiency. Say goodbye to chaos and hello to productivity today!”
- Product Page – Meta Description: “Take control of your schedule and maximixe your productivity with our innovative time management solution. Stay focused, meet deadlines, and achieve your goals effortlessly.”
- Features Page – Meta Description: “Explore our powerful features, from task prioritisation to time tracking, designed to help you conquer your to-do list and make the most of your precious time.”
- About Us Page – Meta Description: “At [Business Name], we understand the challenges of modern professionals. Learn how our passion for productivity led us to develop solutions that transform the way you work.”
- Contact Us Page – Meta Description: “Ready to reclaim your time and achieve your goals? Get in touch with our team today and start your journey towards greater productivity and success.”
In these examples, the 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.
EXAMPLES:
Here are three examples of blog posts for small businesses that are aligned with their audience’s goals, pain points, and interests while incorporating storytelling and locations:
1. Local Fitness Studio (Target Audience: Fitness Enthusiasts in the Community)
Blog Post Topic: “How to Stay Active and Healthy in [Location]: Tips from Local Fitness Experts”
- Storytelling: Share success stories of members who have achieved their fitness goals at the studio.
- Location: Include recommendations for outdoor workout spots or local parks in the location.
- Actionable Insights: Provide workout routines, nutrition tips, and advice from personal trainers.
- Encourage Community Engagement: Invite readers to share their favourite local spots for staying active in the comments.
2. Local Cafe (Target Audience: Coffee Lovers in the Community)
Blog Post Topic: “Discovering the Best Brews in [Location]: A Coffee Lover’s Guide”
- Storytelling: Narrate the cafe’s journey in sourcing and roasting the best coffee beans.
- Location: Feature other local coffee shops and roasteries in the area.
- Problem Solutions: Offer brewing tips, coffee pairings, and advice for creating the perfect cup at home.
- Encourage Community Engagement: Ask readers to share their favourite coffee memories or recommendations in the comments.
3. Local Estate Agent (Target Audience: Homebuyers and Sellers in the Community)
Blog Post Topic: “Navigating the [Location] House Market: Insider Tips and Tricks”
- Storytelling: Share success stories of families who found their dream home in the local area.
- Location: Highlight key attractions, schools, and amenities in the community.
- Actionable Insights: Provide guidance on buying, selling, or investing in homes in the local market.
- Encourage Community Engagement: Invite readers to share their own experiences or questions about the local market in the comments.
By incorporating storytelling, actionable insights, and locations into their blog posts, these 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.
EXAMPLES:
Here are three examples of small businesses using Google Ads to drive traffic, along with strategies for incorporating their audience knowledge into the targeting, ad copy, and landing pages they create:
1. Online Fashion Boutique (Target Audience: Fashion Enthusiasts)
- Audience Targeting: Segment based on demographics (age, gender), interests (fashion, trends), and behaviors (online shopping habits).
- Ad Headline: “Stay Stylish Year-Round! Shop the Latest Trends at [Boutique Name] Today”
- Ad Copy: “Discover Your Signature Style with Our Curated Collection of Fashion Essentials. From Casual Chic to Statement Pieces, Find Everything You Need to Elevate Your Wardrobe. Shop Now!”
- Ad Extensions: Include Sitelink Extensions for easy navigation to product categories like Dresses, Tops, and Accessories.
- Landing Page: Feature visually appealing images of trending fashion items with clear calls-to-action to shop now.
2. Local Fitness Studio (Target Audience: Fitness Enthusiasts in the Community)
- Audience Targeting: Segment based on location (targeting users within a specific radius of the studio), interests (fitness, healthy lifestyle), and behaviours (active gym-goers).
- Ad Headline: “Get Fit Close to Home! Join [Studio Name] for Fun Workouts & Real Results”
- Ad Copy: “Transform Your Fitness Routine with Expert Guidance and Motivation from [Studio Name]. From High-Intensity Workouts to Relaxing Yoga Classes, We Have Something for Everyone. Start Your Fitness Journey Today!”
- Ad Extensions: Utilise Location Extensions to display the studio’s address and encourage users to visit.
- Landing Page: Include class schedules, testimonials from satisfied members, and a prominent call-to-action to book a trial session.
3. Local Restaurant (Target Audience: Food Enthusiasts in the Community)
- Audience Targeting: Segment based on location (targeting users within the restaurant’s delivery radius), interests (food, dining out), and behaviours (frequent restaurant-goers).
- Ad Headline: “Hungry? Order Now from [Restaurant Name] for Delicious Dining Delivered to Your Door!”
- Ad Copy: “Savour the Flavour of [Restaurant Name] in the Comfort of Your Own Home. Indulge in Mouthwatering Dishes Made with Fresh, Locally-Sourced Ingredients. Order Now for a Culinary Experience You Won’t Forget!”
- Ad Extensions: Utilise Callout Extensions to highlight popular menu items or special offers.
- Landing Page: Feature an easy-to-navigate menu with enticing food photography, online ordering options, and delivery details.
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.
