CUSTOMER RESEARCH
INTRODUCTION
a. Speak Your Followers Language
Do you know who you’re targeting?
Do you know the language they use to talk about their favorite topics?
If you speak their language, using their diction & vocabulary, then you’re much more likely to connect with them and get their attention.
Also, have you taken the time to see how your target market is using Pinterest?
Do your homework! Get inside the head of your followers and try to speak their language — but don’t use a bunch of mindless industry jargon.
No one wants to be talked to or through. Keep your language professional, but conversational.
ANALYZE YOUR OWN ARTICLES
If you are just beginning then you will not have much information to gather here. But as you begin to write more articles and get hits on those articles you will be able to learn a lot about what is working for your readers.
This means you have to track your page metrics closely. There are basic page metrics which will obviously be important such as page views, but other metrics will give you clues as to what is and is not working and how to fix them.
Also, the metrics you track will be determined by the marketing objectives that you have, and what the objective of the page was. For example, if you are writing a blog and the page objective is to place advertising then two metrics will be of interest, page views, and time spent on-page. Why do these metrics matter?
Pageviews is an obvious one – for many, this is the single most important metric. It can tell you many things, especially if you couple it with other data that you are collecting such as opposition pages that target the same audience. Here is what I mean.
If you are getting a low page view score and yet your opposition is getting a better page view score, and you are both being laced high on Googles search rankings then this can indicate that the blog title is not enticing enough to cause your potential reader to click. So maybe a change of title will do the trick. Maybe it is the snippet that underperforms. But you now have a tactic to try that may help drive your page views higher.
What if your page views are high but your time on page is low, even though it is a major pillar post. This could indicate the information on the page odes not answer the search phrase well enough, or maybe it is not answering the need. this time the tactic might be to re-write the blog, or maybe just write a whole new blog.
The point I am trying to makes that the data you collect about yourself is extremely useful and informative. It can help you make tactical and strategic decisions about your whole blow, its direction and the articles you are writing.
Here is a list of the metrics you can be measured for each page and how they might interact with themselves and other data to help you make informed decisions and grow your brand.
| Page Views | |||
| Time on page | |||
see hubspot article – in word – dir course consumer research
READ YOUR CATEGORIES FORUMS, BLOGS AND GROUPS
Be an active participant in your categories community. This will drive your consumer understanding and help meet their needs. Remember you are in the business of selling benefits and this is what your readers expect.
By being engaged will also help you develop topic ideas, enable you to write better articles.
For example:
Read and search Quora – just type in your topic and a great many relevant topics will appear. W
What about forums in your category – do a google search – join them – contribute – conduct research by asking questions of the forum members.
Buy magazines or borrow them from the library – read newspapers. – Remember these professional publications are spending a great deal of money on research to find out what their readers want so if you follow their articles you can discern what their research is telling them. Just be careful to make sure you understand what the magazines target audience is and that it matches yours and you will be getting a lot of info for free. What sections does the magazine have, etc
WATCH THE GOOGLE “PEOPLE ALSO ASK” BOX
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic
SURVEY YOUR SUBSCRIBERS – BUT DO IT WELL
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic
COURSE OUTCOME TO DO – SETUP YOUR MEASUREMENT STRATEGY
Build a structured program to from the above detail and dedicate some time (preferable the same time) every week or day to doing it. Track how much you do. Use the excel download and formalise your behaviour.
Forums
Magazines
Newspapers
Blogs
Compitition Leaders