The secret to great marketing is knowing your audience. And that means the finer details of your target demographic, not simply shouting in a public square at anyone walking by. Your landing page is intended to grab the attention and engage that passerby. Therefore, your landing page creation has to be crafted carefully to be successful.
Landing Page Creation
Broad-Based Campaigns
A broadly-based campaign rarely leads to success because the message does not speak to any particular audience’s needs, pain points, dreams, or aspirations. In other words, general marketing strategies find it difficult to land their message simply because there is no message. When trying to appeal to the broadest coalition possible, the results are a generic, untargeted campaign that neither delivers nor inspires. To get the most bang for your buck, you need to know your audience, and for that process, you need to conduct audience research during the process of landing page creation.
We have five suggestions on how you can do just that. These methods will result in a deeper understanding of your customer base and give you the tools necessary to craft compelling marketing campaigns that meet project goals and deliver value to your firm.
Customer Demographic Research
To understand your target cohort, you need to know a bit about them. You can obtain this information through thorough demographic research. This information will let you know who your customer is, broadly speaking and what motivates them to purchase – or ignore you entirely. You can then tailor your campaigns to appeal to these groups. That’s right, groups. This process will not only tell you about your audience in general terms but will also help you identify different cohorts within it for even more fine-tuned marketing campaigns.
Social Media Trends and Analysis
If you want to know what people are talking about, you should join the conversation. That’s social media in a nutshell, and it will help you identify market trends and take advantage of them as they emerge. This second benefit cannot be understated. Successfully identifying market pivots and shifts will position you to reap the benefits and help you avoid any potential pitfalls that might arise because of such movements.
Benchmarking Competitors
Why beat them when you can join them and then beat them at their own game? If you’re having a hard time finding a strategy that works, or you don’t know what’s suitable for your niche, study a successful competitor’s moves and imitate them as much as possible. Benchmarking the competition in terms of products, prices, and marketing campaigns is nothing new, but it is much easier now, thanks to all of the information the Internet provides us. So, if you find your team is stuck in a rut, find some inspiration from your nearest competitor.
Utilizing Website Analytics
One of the most significant sources of demographic information that you have at your fingertips is your website analytics. This information tells you what people are searching for on the web and where they are going once they reach your website. Use this information to tailor your marketing message and adapt your website to these emerging, relevant trends.
Audience Research Tools
Beyond your website itself, you can research your target cohort using various web-based audience research tools. Like analytics, this data gives you a deep insight into who you are marketing to and helps you develop and refine what works.
StickyLeads
Do you need help identifying your target audience and incorporating that into your landing page? StickyLeads can help. Our experts can help you with landing page creation using audience research tools. Contact us at 757-390-0748 and see what we can do for you.
