The first step is defining your target audience, your business needs to define who your current customers are who you would like your potential customers to be. Look into the customers phase in their buyer journey (awareness, consideration, and decision) and demographics. What demographics have your past clients had and what does your dream potential customer look like. Then we have to determine where the client is in the buyer’s journey. For example, a business is having challenges with their cloud services.
Customers in the awareness stage will be googling to find resources on how to improve it. In the consideration phase the customer has decided they need a business to help them with their cloud services. In the final decision stage, the client has done their research and decided to go with your company. Further you need to define if you’re a B2B or a B2C company.
If you are selling to other businesses what is the size of company, you are targeting? Content for each buyer journey phase will be different. Further determine whether you are targeting businesses or individuals. Then we need to look at how we can drive customers to your website. Then it is important to optimize traffic targeting your specific customer. For example, a customer is looking to purchase a cloud software. It is important to include key words such as "cloud services" that relate to your business and keep them in the subheadings and headings of your webpages or ads. Your website will rank higher on the google search page and appear in google snippets. Further, editing old blog posts and such putting in new headers and key words will drive traffic to your website from your target audience who is searching for your services.
Next, we will look at connecting the content directly with the customer's pain points. First, we need to understand the customer's pain points. For example, at a cloud software company most customers will be searching for help with their cloud online storage challenges. To gain a full appreciation of the customer pain points you need to research the customer by looking at past clients. What were the pain points the customer had and how did they find a solution. All content should be created and written with the customer pain point as your focus. Connecting the pain points to the content on your website
will increase customer traffic and conversion.
Clients are directly connected to content that is relevant to their pain point or challenge they want more information about. Customer reviews are also important. It is likely that different companies or individuals have similar painpoints if they are interested in the same services. Let them share their painpoint and how you found a solution. Customers like reading customer reviews so having them on your website will be important. Further, look into what your competitors are doing. How are they connecting their customers with their pain points?
What channels are you using to spread your marketing content? You want to define the purpose of your website. For example, do you want the client to subscribe to an email list or do you want them to sign up for a meeting with you? Then look at the different content channels, whether it be through your website, social media such as Facebook, Instagram, your email campaign. You can also utilize paid media which includes paid ads with google or other software or influencers.
Do you have blog posts on other websites, tech sites? Do you have clients spreading word of mouth or shares of blogs/ emails? Knowing and understanding these content channels will really help build website traffic.