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3 Ways to hit your target market better

3 Ways to hit your target market better

You need more sales, but do you need more traffic to your site? Many marketers will have you believe that traffic is the problem. In many cases, however, your real issue is conversion. Let’s say you have 1,000 visiting your site every day. You convert 3 of them. That’s only a 0.3 percent conversion rate – dismal. Now, if you have a 3 percent conversion rate, you’d be getting 30 leads per day.

To get that with a 0.3 percent conversion rate, you’d need to spend a lot of money and get 10,000 visitors per day. On the other hand, you only need to tweak your headline and marketing message to improve your conversion. Cost: a little bit of your time.


Use Better Communication

Better conversion doesn’t happen automatically, but you can automate part of the process. How? Using autoresponders are a great way to deliver timeless content to a mailing list. Higher conversion often comes with improved engagement. Improved engagement is usually the result of having something meaningful and useful to say to your audience – it requires you have a relationship with them.

Email is a much more intimate form of communication, and it’s more direct. While more and more businesses are trying to figure out how to make social media pay off, email is still the most direct form of communication online. Use it, and your conversion is almost guaranteed to get a bump.

A few tips when using email: don’t try to turn the whole email thing into a never-ending pitch-fest. When users agree to join your email list, it’s usually because they want you to provide them with some useful free information.

Consider giving your list subscribers a free email course that’s relevant to your blog or the problems you know that they face. For example, if you run an auto-repair blog, you might want to put together a 10-part email course on how to do basic maintenance.

Alternatively, you could do something like “10 questions to ask your mechanic before you have any repairs done.” You could then send out 10 emails, one per day, explaining how to protect yourself from dishonest mechanics.

After the course is done, you have a few options. Logically, the next step might be to send out one email pitching your new e-book on auto repair or your book on “how to buy a used car without being ripped off” or whatever else you are selling.

The people that buy become your customers, but the people who don’t are still on your list. What do you do with them? Keep following up with them once a week with helpful auto repair-related tips.


Use Better Landing Pages

A one-size-fits-all landing page might have worked in the 1990s, but users have gotten a lot more sophisticated since then. You have to be relevant. Don’t assume that everyone who lands on your homepage wants the same thing. Whether you use a dynamic survey, use separate landing pages to each product, or break up your business into micro-sites, what you need is more precise (and better) landing pages.

A popular approach these days is to use one landing page per product or service you offer. It’s a simple setup that allows you to track which products are selling, where the lowest turnover is, and where you need to make improvements. This is especially important for sites that sell many products across various brands.

It also allows you more granular control over testing. Let’s say you have a product that isn’t selling well. You can tweak the headline and offer on the landing page until your conversion rises without affecting any other products on your site.

Using separate landing pages for each product also scales well. When a new product or service comes online, all you have to do is add another page and send people to it.


Use Both Online and Offline Marketing

Google is the king of pay-per-click, but they’re awfully expensive and for good reason. The big boys in your niche have crowded out smaller competition through sheer buying power. Google’s Adwords platform is basically nothing more than a digital classified ad section driven by bidding. Essentially, the highest bidder, with the highest quality ad (which is decided by Google), wins.

When you have millions of dollars, and you don’t care about conversion rates (because you’re a massive corporation), you resort to buying your way to the number one spot.

Of course, you probably can’t compete with million-dollar ad spends, so you turn to the less-popular ad networks. There’s just one problem: there’s less traffic there. That’s fine, because you can always supplement your online marketing with offline direct mail.

Yes, direct mail. It’s old, dusty, but it still works. In some instances, it’s also cheaper than online pay-per-click schemes.


Written by Tony

Tony McLain is a marketing manager. He frequently writes about lessons he's learned on small business blogs. Visit the website to see how they engage with their customers’ needs online.

  • intrench

    Fantastic article Tony. Many thanks.
    It seems to me that most websites don’t really understand the audience they are targeting which is at the core of why they fail.