Here is the question: “Who is my typical customer?”
Instead of asking themselves this question, many business owners I work with are focused rather on tuning customer attribution channels, improving landing pages, trying to get more customers and they forget about the foundation.
2018 is the year of user experience in SEO. Google started to put more attention on user-centered metrics a few years ago. I strongly believe that things like Time on Site, Bounce Rate, Click through Rate and other user-specific metrics play an important role in how Google ranks the web pages nowadays. Everything is more related to the interaction with the website visitors.
Therefore, I recommend starting looking into the data you already have on your existing or former customers. Since these are the people who have already purchased from you, how can you find and engage more people like them? Also, what are the specific traits of this particular group?
To answer these questions, tap into your SQL database (or into your CRM) and identify the customer archetypes or clusters. Also look at the relationships between certain features and the desired output (“customer X moved down the conversion funnel”, “customer Y made a purchase”).
Once you identified one, three, or more clusters of typical customers, try to get deeper and understand what is the driving force that makes them buy from you. Also, find out what their search intent is. Now it’s time to add that to your research.
In order to do this, I’d suggest looking into your Google Search Console and see what keywords bring the clicks to your website. You could also check the searches of the internal search engine on your website if you have any. Check Yahoo Answers, Quora, and your niche forums, to find out what kinds of questions your ideal customers are asking. Also, just today Google added a new look to their related searches feature, allowing everyone to see what other people are searching for. To trigger it on Google desktop search, you want to go to a search result, click on a listing, and then click back to the search results page.
Ideally, it would be great to trace the complete way of a customer from the very top of the conversion funnel (what keyword brought them to your site/what they searched for on the site) down all the way to your “thank you” page. After that, go even deeper. Think about why they are searching that. And the last thing is, add seasonality to the mix. Check Google Trends for the keywords they search for. This whole process should give you a clear understanding and a pretty complete picture of their search intent.
Following this methodology and answering this one question will help you focus on the core of your marketing approach and transfer the insights into any marketing channel that you’d desire to use.
I’d like to hear from you: have you implemented this or a similar approach before? What obstacles did you face with? What results have you achieved?
P.S.: You are welcome to join Slava’s Online Marketing Club on Facebook. I share monthly curated tips and insights that will take your business to the new heights.